Journal of Product & Brand Management: Volume 28 Issue 6

An introduction to the special issue on the past, present and future research on deliberate lookalikes

Nebojsa S. Davcik, Piyush Sharma, Ricky Chan, Rajat Roy

The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats and…

Counterfeiting: conceptual issues and implications for branding

Bradley P. Evans, Richard G. Starr, Roderick J. Brodie

This paper aims to apply a broader perspective of branding to foster new insights and develop strategies to address product counterfeiting.

Experience copycats: the Compostela case

Veronique Cova, Bernard Cova

The purpose of this paper is to investigate the phenomenon of experience copycats. Despite being a growing problem for organisations selling extraordinary experiences, it remains…

Users and non-users of counterfeits: motivations, emotional outcomes and neutralization processes

Şahver Omeraki Çekirdekci, Fatma Ozge Baruonu Latif

This paper aims to examine how socio-economic status (SES) shapes consumers’ purchase behavior of genuine brands and counterfeits. It also forms a typology based on the…

Implicit and explicit identification of counterfeit brand logos based on logotype transposition

Abhishek Pathak, Carlos Velasco, Gemma Anne Calvert

With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual…

Do product category and consumers’ motivations profiles matter regarding counterfeiting?

André Le Roux, Marinette Thébault, Yves Roy

The purpose of this study is to explore the impact of product category and consumers’ motivations profiles on the determinants of consumers’ preferences and purchase intentions of…