The Notorious Practice of Counterfeiting
Keywords:
Counterfeiting, luxury, value consciousness, brand prestige, integrityAbstract
Counterfeiting is lucrative and profitable business and has become an emerging global economic problem. Counterfeit goods are identical to the authentic ones but fraudulently display the brand name and are sold at fraction of price. Counterfeits have become substantial threat to the luxury industry since they reduce the demand for the legitimate products and damage the reputation of the luxury brands. They are the forgeries who take the advantage of remarkable value and prestige of luxury brands. Against this background, the paper provides the literature review to shed light on the antecedents that affect the purchase of counterfeit goods.
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