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Keywords: purchase behavior
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Journal Articles
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2019) 3 (4): 293–333.
Published: 29 January 2019
... and by adjusting the price advantage of counterfeit products, companies can considerably reduce counterfeit purchasing behavior. Emphasizing brand image or the importance of the unique attributes of the genuine product, on the other hand, plays only a minor role in reducing the purchase of counterfeit...
