Brand Positioning and Anti-counterfeiting Effectiveness

Abstract

0We 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. 0 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. 0 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.

Understanding Customer Motivation to Share Information in Social Commerce

“…Talja (2002) proposed that reciprocity is an essential factor affecting consumer behavior. If consumers believe that a brand's products are worth more than they cost or positively evaluate the brand and its products, consumers tend to have a strong intention to purchase products again and recommend the brand to relatives and friends (Brakus et al, 2009;Fu et al, 2015;Yang & Fryxell, 2009). If consumers are satisfied with the service and values provided by the product and brand, consumers perceive their substantial interests and consider themselves to be in a mutually beneficial relationship (Chaudhuri & Holbrook, 2001).…”