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- Title
How Now Ralph Lauren? The Separation of Brand and Product in a Counterfeit Culture.
- Authors
Gentry, James W.; Putrevu, Sanjay; Shultz II, Clifford; Commuri, Suraj
- Abstract
In discourses on search in marketing and consumer behavior, we assume that consumers search for brands within a product. Research among consumers in markets where counterfeit goods abound reveals that consumers also search for "products" within a brand. In other words, even after consumers make a brand choice in a purchase context, search may ensue and further evaluation takes places between a genuine article and various counterfeits. This indicates that when brand equity begins to symbolize strongly an image rather than more tangible product attributes, consumers may begin to regard the brand and the product as different entities serving different purposes. This notion has the potential to explain the complex search and decision-making process involved in the volitional purchase of counterfeits.
- Publication
Advances in Consumer Research, 2001, Vol 28, Issue 1, p258
- ISSN
0098-9258
- Publication type
Conference Proceeding