How Do Luxury Brands Retain Customer Loyalty from Purchasing counterfeits? An Empirical Study in Taiwan

碩士 === 銘傳大學 === 國際企業學系碩士班 === 92 === Counterfeiting is a serious problem to corporation executives, and it is important for corporation managers to set up an effective strategy against product counterfeiting. Most of the existing studies are either focusing on customers’ reactions of counterfeiting...

Full description

Bibliographic Details
Main Authors: Chang, Sheng, Hsiung, 張勝雄
Other Authors: Chiu Hung-Chang
Format: Others
Language:en_US
Published: 2004
Online Access:http://ndltd.ncl.edu.tw/handle/yyn4j5
Description
Summary:碩士 === 銘傳大學 === 國際企業學系碩士班 === 92 === Counterfeiting is a serious problem to corporation executives, and it is important for corporation managers to set up an effective strategy against product counterfeiting. Most of the existing studies are either focusing on customers’ reactions of counterfeiting (demand side) or studying the strategies of the companies (supply side). The results of this study indicate: (1) corporations’ protection strategies against counterfeiting influence customers’ perceptions of utilitarian and hedonic value, and (2) these protections strategies further influence customers’ loyalties.