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| Author: | Schlegelmilch, B. B. Stöttinger, B. |
| Title: | Der Kauf gefälschter Markenprodukte: Die Lust auf das Verbotene |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1999 : HEFT 3, VOL. 21:3, p. 196-208 |
| Index terms: | BRANDS PIRACY CRIME COMPANIES PRODUCTS ETHICS |
| Language: | ger |
| Abstract: | Brand piracy and counterfeiting have emerged as major problems for global firms. An exploratory study indicates that consumers largely view the purchase of counterfeits as an ethically acceptable behaviour, in spite of anti-counterfeit advertising. Therefore, companies are advised to use i.e. more sophisticated technology. (original in German) |
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