Far Away Or So Close: the Influence of Counterfeits on Genuine Brand Preference

This research demonstrates that counterfeit brands increase consumers’ desire for genuine brands when they process at a concrete level, but reduces their desire for genuine brands when they process abstractly. Additionally, we show that the process that reduces genuine brand demand can be interrupted by active self-expression goals.



Citation:

Keith Wilcox, Juliano Laran, and Sankar Sen (2011) ,"Far Away Or So Close: the Influence of Counterfeits on Genuine Brand Preference", 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: 223-224.

Authors

Keith Wilcox, Babson College, USA
Juliano Laran, University of Miami, USA
Sankar Sen, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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