Counterfeits and branded products: effects of counterfeit ownership

Name: Work Video:
Duration: 3 min 30 s
Description: Purpose – The purpose of this study is to investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non‐owners.
Xuemei Bian; Luiz Moutinho
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