Consistent image 1 Consumer attitude toward genuine brand 1 Consumer choice 1 Consumer's attitude 1 Counterfeit 1 Deceptive counterfeit 1 Different private label brand image 1 Evaluation of the genuine brand 1 Existing counterfeit 1 Experiment design 1 Inconsistent image 1 Negative effect 1 Perceived exclusivity 1 Perceived popularity 1 Perceived quality 1 Positive effect 1 Private label brand image 1 Quantitative research 1 Same private label brand image 1 Store image 1