Ethics and Behavior 19 (5):403-413 (2009)
AbstractProduct counterfeiting, a serious problem throughout the world, is particularly challenging for luxury brands, which often have simple designs and a value that depends largely on buyers' perceptions. This study incorporates the concept of customer value into an investigation of the anticounterfeiting strategies. Both hedonic and utilitarian values positively influence customer loyalty toward luxury brands. As a means to strengthen customer values, legal and product strategies positively influence customers' hedonic value, whereas communication and product strategies positively influence their utilitarian value. The managerial implications of these findings and directions for further research are discussed
Similar books and articles
How Leadership and Commitment Influence Bank Employees' Adoption of Their Bank's Values.Elaine Wallace, Leslie Chernatony & Isabel Buil - 2011 - Journal of Business Ethics 101 (3):397-414.
The Impact of Customer Characteristics and Moral Philosophies on Ethicaljudgments of Salespeople.Brett A. Boyle - 2000 - Journal of Business Ethics 23 (3):249 - 267.
Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty.Jatinder J. Singh, Oriol Iglesias & Joan Manel Batista-Foguet - 2012 - Journal of Business Ethics 111 (4):541-549.
Values and Value Related Strategies in Japanese Corporate Culture.Stuart D. B. Picken - 1987 - Journal of Business Ethics 6 (2):137 - 143.
The Philosopher is Not Always Right: A Comment on "the Customer is Not Always Right".Shaheen Borna & James M. Stearns - 1998 - Journal of Business Ethics 17 (1):39-44.
Loyalty to Loyalty:Josiah Royce and the Genuine Moral Life: Josiah Royce and the Genuine Moral Life.Mathew A. Foust - 2012 - Fordham University Press.
No One is Always Right, Including the Customer: Comments on "the Customer is Not Always Right".Monroe Friedman - 1998 - Journal of Business Ethics 17 (8):883 - 884.
Resolving Cross-Cultural Ethical Conflict: Exploring Alternative Strategies. [REVIEW]John Kohls & Paul Buller - 1994 - Journal of Business Ethics 13 (1):31 - 38.
Added to PP
Historical graph of downloads
Citations of this work
Mapping Ethical Consumer Behavior: Integrating the Empirical Research and Identifying Future Directions.Eleni Papaoikonomou, Gerard Ryan & Mireia Valverde - 2011 - Ethics and Behavior 21 (3):197 - 221.
References found in this work
Cultural Values, Plagiarism, and Fairness: When Plagiarism Gets in the Way of Learning.Niall Hayes & Lucas D. Introna - 2005 - Ethics and Behavior 15 (3):213 – 231.
The Role of Moral Judgments Within Expectancy-Value-Based Attitude-Behavior Models.Richard Shepherd & Paul Sparks - 2002 - Ethics and Behavior 12 (4):299-321.
The Ethics of Counterfeiting in the Fashion Industry: Quality, Credence and Profit Issues.Brian Hilton, Chong Ju Choi & Stephen Chen - 2004 - Journal of Business Ethics 55 (4):343-352.
Dynamic Psychology.Robert Sessions Woodworth - 1919 - Journal of Philosophy, Psychology and Scientific Methods 16 (3):77-82.