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Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs

Author

Listed:
  • Stöttinger, Barbara
  • Penz, Elfriede
  • Khan, Mubbsher Munawar

Abstract

Brand manufacturers are constantly confronted with a steady consumer demand for fake products, spurred by a constant supply from emerging markets. This paper investigates two parties of participants in the sports goods counterfeit market: the consumers and vendors of fake products. Findings from interviews in China, Iran, Pakistan and Vietnam, all dynamic counterfeit hubs, show consumers’ perceived dependence on counterfeit products and highlight the vendors’ key role. Being market experts, they are perceived as proficient providers of highly sought-after products as well as supporters of the local economy, enabling employment and income. Consequently, any strategy to reduce counterfeits has to consider the particular socio-economic context of the consumers’ and intermediaries’ pivotal role.

Suggested Citation

  • Stöttinger, Barbara & Penz, Elfriede & Khan, Mubbsher Munawar, 2015. "Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(3), pages 281-290, October.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:3:p:281-290
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    More about this item

    Keywords

    counterfeits; demand; south-east and south-west Asia; vendors; sports goods; consumers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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