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A typology of brand counterfeiting and imitation based on a semiotic approach

Author

Listed:
  • André Le Roux

    (LCPC/DTOA - Direction technique "Ouvrages d'art" - LCPC - Laboratoire Central des Ponts et Chaussées, CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • François Bobrie

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers, CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Marinette Thébault

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

Counterfeiting and imitation are major issues for luxury products and brands. This research proposes a conceptualization of brand based on a semiotic approach and a typology of counterfeit and imitation comprising two dimensions: logotype and product appearance. A survey testing stimuli developed according to the typology explores consumer reactions to different modalities of counterfeiting and imitation onfive brands. A dominantcategorization schema based on brand name emerged, although some product categories deviate from this pattern. The discussion draws implications for brand research, suggesting that typicality may explain the dichotomy in the categorization schema and acceptability of stimuli, as well as managerial implications

Suggested Citation

  • André Le Roux & François Bobrie & Marinette Thébault, 2016. "A typology of brand counterfeiting and imitation based on a semiotic approach," Post-Print hal-02117651, HAL.
    • Handle: RePEc:hal:journl:hal-02117651
    DOI: 10.1016/j.jbusres.2015.08.007
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    Citations

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    Cited by:

    1. Adriana Grigorescu & Amalia-Elena Ion, 2022. "Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3150-3171, December.
    2. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Exploring consumer behavior regarding counterfeiting: how product category, product attributes, purchase situation and consumers' motivations profiles impact behavior regarding counterfeits and genuin," Post-Print hal-02396977, HAL.
    3. Wang, Yingjia & Fan, Di & Fung, Yi-Ning & Luo, Suyuan, 2022. "Consumer-to-consumer product exchanges for original fashion brands in the sharing economy: Good or bad for fashion knockoffs?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 158(C).
    4. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
    5. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Do product category and consumers' motivations profiles matter regarding counterfeiting?," Post-Print hal-02396896, HAL.
    6. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Wang, Li & Jin, Manhui & Yang, Zhiyong, 2020. "Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity," Journal of Business Research, Elsevier, vol. 107(C), pages 50-61.

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