Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets and its impact on national and global economies has become a dangerous threat to fight against. This research aims to better understand this phenomenon with particular reference to the effects of counterfeiting on companies that produce original brands. What is the effect of knowing that the brand has been counterfeited on consumers’ willingness to buy for the original brand and on the price paid? Using an experimental setting we hypothesize a new luxury brand entering the market and we manipulate the information related to the presence or absence on the market of counterfeited versions of the brand. Do subjects expose to the information about the availability of the fake brand in the market manifest higher willingness to buy for the original brand? Do they adapt the price paid based on this type of information? To conduct this research an experimental procedure has been used that help us to shed light on our research questions Results show that information related to counterfeit favors consumers’ willingness to buy and price paid especially for non elite consumers.. Useful insights will be provided for companies that produce luxury goods.
È contraffatto? Allora è di lusso! Gli effetti della contraffazione sull’introduzione di un nuovo marchio di abbigliamento di lusso nel mercato italiano
PACE, STEFANO;
2010
Abstract
Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets and its impact on national and global economies has become a dangerous threat to fight against. This research aims to better understand this phenomenon with particular reference to the effects of counterfeiting on companies that produce original brands. What is the effect of knowing that the brand has been counterfeited on consumers’ willingness to buy for the original brand and on the price paid? Using an experimental setting we hypothesize a new luxury brand entering the market and we manipulate the information related to the presence or absence on the market of counterfeited versions of the brand. Do subjects expose to the information about the availability of the fake brand in the market manifest higher willingness to buy for the original brand? Do they adapt the price paid based on this type of information? To conduct this research an experimental procedure has been used that help us to shed light on our research questions Results show that information related to counterfeit favors consumers’ willingness to buy and price paid especially for non elite consumers.. Useful insights will be provided for companies that produce luxury goods.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.