Bibliographische Detailangaben
Beteiligte: Evans, Bradley P., Starr, Richard G., Brodie, Roderick J.
In: Journal of Product & Brand Management, 28, 2019, 6, S. 707-719
veröffentlicht:
Emerald
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 707-719
ISSN: 1061-0421
DOI: 10.1108/jpbm-12-2017-1706
veröffentlicht in: Journal of Product & Brand Management
Sprache: Englisch
Schlagwörter:
Kollektion: Emerald (CrossRef)
Inhaltsangabe

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to apply a broader perspective of branding to foster new insights and develop strategies to address product counterfeiting.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A review of the counterfeiting and branding literature leads to the development of a new conceptual framework that incorporates proactive, collaborative processes, in addition to the traditional product branding approach.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The integrative framework provides a basis to develop innovative, proactive strategies that complement traditional branding approaches to address product counterfeiting. The complexity of an integrative framework (or network) offers more opportunities for the firm to co-create robust meaning with multiple stakeholders. Identity elements are readily copied, whereas meanings are not. These strategies help to control counterfeiting by developing deep and inimitable relationships between managers and other stakeholders in a marketing network.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>A research agenda is proposed to structure future studies on counterfeiting.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>The framework outlines how to leverage collaboration between managers and brand stakeholders to complement conventional approaches to control counterfeiting based on traditional product branding.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This paper contributes to the growing body of counterfeiting and brand protection literature by adapting and applying contemporary integrative branding concepts, leading to novel strategies to address the issue.</jats:p> </jats:sec>