“…For this group of customers, the choice of counterfeits is clearly not income-related. While they are interested in original brands, they prefer a counterfeit version for certain reasons--such as fun, pleasure, and excitement (Yoo & Lee, 2009)--and circumstances--for example, to protect the original from wearing out during travel (Gentry, Putrevu, & Shultz, 2006;Gistri, Romani, Pace, Gabrielli, & Grappi, 2009;Stöttinger & Penz, 2015). The Internet as a distribution channel allows these consumers to gain even further access to fakes because it broadens the number of products to choose from.…”