What can be done to address luxury counterfeiting? An integrative review of tactics and strategies

Nelson Borges Amaral ()
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Nelson Borges Amaral: Ontario Tech University

Journal of Brand Management, 2020, vol. 27, issue 6, No 6, 709 pages

Abstract: Abstract Luxury counterfeiting has received a great deal of interest from marketing academics and professionals. The present article presents a critical summary of the current body of knowledge in order to propose a new anti-counterfeiting framework. While recent reviews have helped us understand the factors that drive the demand for luxury counterfeits, there is still limited understanding about the potential tactics and strategies that can be used to reduce counterfeiting. The present article begins to address this gap by summarizing the literature on the supply and demand of luxury counterfeits as well as a critical review of the tactics and strategies that are available. Through this review, a new integrative framework is proposed that calls for increased collaborative efforts among key stakeholders and a more proactive and international approach to luxury anti-counterfeiting measures.

Keywords: Luxury; Counterfeit; Branding; Trademark; Strategy (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41262-020-00206-6

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