Brand positioning and anti-counterfeiting effectiveness: A study of managers' perceptions of foreign brands in China
Management International Review, ISSN: 0938-8249, Vol: 49, Issue: 6, Page: 759-779
2009
- 8Citations
- 6Usage
- 75Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
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Metrics Details
- Citations8
- Citation Indexes8
- CrossRef7
- Usage6
- Abstract Views6
- Captures75
- Readers75
- 44
- 31
Article Description
We pursue the previously-noted association between brands and counterfeiting one step further to examine the relationship between brand positioning and anti-counterfeiting, based on a study of 130 well-known foreign brands in China. We test hypotheses about managerial perceptions as to the effects of different brand positioning strategies on the effectiveness of their actions to counter counterfeiting, in other words, whether branding positioning can help to stop counterfeiting, limit damage to firms and maintain brand reputation. Our findings confirm that brand positioning affects anti-counterfeiting effectiveness. Specifically, product reliability and customer services are compatible with efforts to stop counterfeit production, but innovative technologies and product features and functions appear to exacerbate the problem. © 2009 Gabler-Verlag.
Bibliographic Details
http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=73249120602&origin=inward; http://dx.doi.org/10.1007/s11575-009-0019-2; http://link.springer.com/10.1007/s11575-009-0019-2; https://digitalcommons.trinity.edu/busadmin_faculty/71; https://digitalcommons.trinity.edu/cgi/viewcontent.cgi?article=1073&context=busadmin_faculty; http://www.springerlink.com/index/10.1007/s11575-009-0019-2; http://www.springerlink.com/index/pdf/10.1007/s11575-009-0019-2; https://dx.doi.org/10.1007/s11575-009-0019-2; https://link.springer.com/article/10.1007/s11575-009-0019-2
Springer Science and Business Media LLC
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