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Keywords: Authenticity
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Journal Articles
Paradox and market renewal: Knockoffs and counterfeits as doppelgänger brand images of luxury
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2018) 36 (7): 750–763.
Published: 26 July 2018
... diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the “authenticity” of genuine offerings through their presence in the market and create cyclical demand...
