Laud the Fraud, Just Not in Public: Counterintuitive Benefits of Counterfeit

T. Andrew Poehlman, Southern Methodist University, USA
James Mourey, University of Michigan, USA
Lawrence Williams, University of Colorado, USA
Carolyn Yoon, University of Michigan, USA
Four studies demonstrate counterintuitive beneficial effects of counterfeiting for brands and products. Results suggest high-end brands benefit from perceptions of prevalent counterfeiting, low-end brands benefit from perceptions of infrequent counterfeiting, and the explicit active/passive role a company takes in combating counterfeit has a moderating effect on the consequences of counterfeit.
[ to cite ]:
T. Andrew Poehlman, James Mourey, Lawrence Williams, and Carolyn Yoon (2011) ,"Laud the Fraud, Just Not in Public: Counterintuitive Benefits of Counterfeit", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 222-223.