Counterfeiting and Customer-Based Brand Equity

What is it about?

The aim of this paperis to examine the counterfeit phenomenon and try to shed light on the effects of counterfeit awareness on genuine brand users’ and on potential users’ customer-based brand equity (CBBE).

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Why is it important?

Results show that counterfeits have no negative effect on consumers’ perception of the luxury brand. Moreover, a positive shift on the six blocks of CBBE pyramid is observed in consumers who are aware of the existence of a fake alternative. The innovative nature of these findings is supported by a detailed data analysis and the managerial implication discussion. Studies reporting that fake alternatives do not necessary lower genuine brand product evaluations are thus confirmed.