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Keywords: Counterfeit consumption
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Journal Articles
Using spotlight effect to curb counterfeit consumption – an experimental investigation
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (4): 556–574.
Published: 01 June 2015
...Lingjing Zhan; Piyush Sharma; Ricky Y. K. Chan Purpose – The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses three questions: do perceived...
