Collateral Damage Effects of Non-Deceptive Counterfeits on Legitimate Brands

Aaron Ahuvia, University of Michigan, Dearborn, USA
Stefano Pace, Bocconi University, Italy
Giacomo Gistri, University of Macerata, Italy
Simona Romani, L.U.I.S.S. University, Italy
Lucio Masserini, University of Florence, Italy
What would people buy if counterfeits of luxury brands were not available? Results of our experiment suggest a “collateral damage effect”: the majority of sales of counterfeit goods come at the expense of legitimate brands in the same or even lower price range as the fakes.
[ to cite ]:
Aaron Ahuvia, Stefano Pace, Giacomo Gistri, Simona Romani, and Lucio Masserini (2011) ,"Collateral Damage Effects of Non-Deceptive Counterfeits on Legitimate Brands", 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: 224-225.