Show simple item record

dc.contributor.authorPathak, Abhishek
dc.contributor.authorVelasco, Carlos
dc.contributor.authorCalvert, Gemma
dc.date.accessioned2019-07-01T11:59:37Z
dc.date.available2019-07-01T11:59:37Z
dc.date.created2019-03-01T19:43:43Z
dc.date.issued2019
dc.identifier.citationEuropean Journal of Marketing. 2019.nb_NO
dc.identifier.issn0309-0566
dc.identifier.urihttp://hdl.handle.net/11250/2603038
dc.description.abstractPurpose Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which can devalue the bona-fide brand. But can consumers accurately identify a counterfeit logo? This paper aims to explore this question and examines the accuracy and speed with which a consumer can identify a counterfeit (vs original) logo. Design/methodology/approach Seven popular brand logos were altered by transposing and substituting the first and last letters of the logotypes. Consumers then classified the logos as counterfeit (vs original) across two experiments. Findings Participants were faster and more accurate in identifying a counterfeit logo when the first letter (vs last letter) of a logotype was manipulated, thus revealing last letter manipulations of a brand’s logotype to be more deceptive. Research limitations/implications This paper comments only on the manipulation of logotypes but not of logo symbols. Similarly, findings may not be generalizable across languages which are read from right to left. Practical implications Counterfeit trade is already a multibillion dollar industry. Understanding the key perceptual differentiators between a counterfeit (vs original) logo can be insightful for both consumers and firms alike. Originality/value Research available on objective measures of similarities (vs dissimilarities) between counterfeit (vs original) brand logos is limited. This paper contributes by examining the ability of consumers to discriminate between counterfeit (vs original) logos at different levels of visual similarity.nb_NO
dc.language.isoengnb_NO
dc.publisherEmeraldnb_NO
dc.titleCounterfeit brand logos: On the importance of first and last letters of a brand namenb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionsubmittedVersionnb_NO
dc.source.journalEuropean Journal of Marketingnb_NO
dc.identifier.doi10.1108/EJM-09-2017-0586
dc.identifier.cristin1681830
cristin.unitcode158,11,0,0
cristin.unitnameInstitutt for markedsføring
cristin.ispublishedfalse
cristin.fulltextpreprint
cristin.qualitycode1


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record