Counterfeit as Advertising: Exploring the Benefits of Counterfeit for Luxury Brands

Antti Sihvonen, Joel Hietanen, Henrikki Tikkanen, Pekka Mattila

Research output: Contribution to conferenceAbstractScientificpeer-review

Original languageEnglish
Pages392-393
DOIs
Publication statusPublished - 2016
EventGlobal Marketing Conference - Hong Kong, China
Duration: 21 Jul 201624 Jul 2016

Conference

ConferenceGlobal Marketing Conference
Abbreviated titleGMC
CountryChina
CityHong Kong
Period21/07/201624/07/2016

Keywords

  • luxury marketing
  • counterfeit
  • benefit
  • luxury brand
  • bandwagon effect
  • advertising

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