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Keywords: Counterfeits
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2015) 31 (5): 1–3.
Published: 13 April 2015
... and places the articles in context. Findings – 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...
