Bian, X. and Moutinho, L. (2021) Consumer Behavior, Branding and Counterfeiting. World Scientific Publishing: Hershey, PA. ISBN 9789814287036 (doi: 10.1142/7441)
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Abstract
Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberalisation, the changing nature of society and new competitive structures. Branding has become an increasingly important area of research in marketing as well as a crucial decision-making area in strategic marketing management. Counterfeit-related activities challenge the existing theoretical and methodological framework in many ways, particularly consumer behavior and branding. This book brings together the three areas - counterfeiting, branding and consumer behaviour - within a very robust methodological and statistical modelling framework.
| Item Type: | Books |
|---|---|
| Status: | Published |
| Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
| Authors: | Bian, X., and Moutinho, L. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Publisher: | World Scientific Publishing |
| ISBN: | 9789814287036 |
| Published Online: | 24 October 2021 |
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