– This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
– This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
– Consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those of the original brand and also experience a stronger overlap between their overall self-concept and the original brand’s concept than with the counterfeit’s concept, and feel higher levels of love toward the original brands than toward their counterfeits.
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