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Role of Word-of-Mouth in Counterfeiting

 

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  • Product Description
 

Counterfeiting is a significant and growing problem in both growing and well developed countries. The studies show that counterfeit products did not use any media advertisement still products can be sold in large quantities. Although role of WOM has been studied for many years for brand or well known products, limited attention has been given to explore the role of WOM in counterfeiting. We surveyed Indian and Taiwanese customers and found following role of WOM in counterfeiting. (1) WOM has significant role in locating counterfeit products, (2) WOM cannot considered as best purchasing driver, (3) referral marketing does work and people share their opinion among strong tie, (4) the impact of PWOM is generally greater than NWOM, and (5) most consumer share opinion that it is unethical to purchase counterfeit products. The author then discusses the implications of this research and offers recommendations for marketers of brand products.

Product Specifications
SKU :COC71167
AuthorBodhi Priy
LanguageEnglish
BindingPaperback
Number of Pages76
Publishing Year2011-05-30T00:00:00.000
ISBN978-3844334777
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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