IDEAS home Printed from https://ideas.repec.org/a/spr/manint/v49y2009i6d10.1007_s11575-009-0019-2.html
   My bibliography  Save this article

Brand Positioning and Anti-counterfeiting Effectiveness

Author

Listed:
  • Deli Yang

    (Trinity University)

  • Gerald E. Fryxell

    (China Europe International Business School)

Abstract

We pursue the previously-noted association between brands and counterfeiting one step further to examine the relationship between brand positioning and anti-counterfeiting, based on a study of 130 well-known foreign brands in China. We test hypotheses about managerial perceptions as to the effects of different brand positioning strategies on the effectiveness of their actions to counter counterfeiting, in other words, whether branding positioning can help to stop counterfeiting, limit damage to firms and maintain brand reputation. Our findings confirm that brand positioning affects anti-counterfeiting effectiveness. Specifically, product reliability and customer services are compatible with efforts to stop counterfeit production, but innovative technologies and product features and functions appear to exacerbate the problem.

Suggested Citation

  • Deli Yang & Gerald E. Fryxell, 2009. "Brand Positioning and Anti-counterfeiting Effectiveness," Management International Review, Springer, vol. 49(6), pages 759-779, December.
    • Handle: RePEc:spr:manint:v:49:y:2009:i:6:d:10.1007_s11575-009-0019-2
    DOI: 10.1007/s11575-009-0019-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11575-009-0019-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11575-009-0019-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Olsen, Janeen E. & Granzin, Kent L., 1993. "Using channels constructs to explain dealers' willingness to help manufactures combat counterfeiting," Journal of Business Research, Elsevier, vol. 27(2), pages 147-170, June.
    2. Chung Koo kim & Jay Young Chung, 1997. "Brand Popularity, Country Image and Market Share: An Empirical Study," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(2), pages 361-386, June.
    3. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
    4. Yang, Deli, 2005. "Culture matters to multinationals' intellectual property businesses," Journal of World Business, Elsevier, vol. 40(3), pages 281-301, August.
    5. Deepak Somaya, 2003. "Strategic determinants of decisions not to settle patent litigation," Strategic Management Journal, Wiley Blackwell, vol. 24(1), pages 17-38, January.
    6. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    7. Kristina M. Lybecker, 2007. "Rx Roulette: combatting counterfeit pharmaceuticals in developing nations," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 28(4-5), pages 509-520.
    8. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mahmut Sonmez & Deli Yang & Gerald Fryxell, 2013. "Interactive Role of Consumer Discrimination and Branding against Counterfeiting: A Study of Multinational Managers’ Perception of Global Brands in China," Journal of Business Ethics, Springer, vol. 115(1), pages 195-211, June.
    2. Alberto Pastore, 2014. "No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 81-102.
    3. Debmalya Mukherjee & Satish Kumar & Naveen Donthu & Nitesh Pandey, 2021. "Research Published in Management International Review from 2006 to 2020: A Bibliometric Analysis and Future Directions," Management International Review, Springer, vol. 61(5), pages 599-642, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahmut Sonmez & Deli Yang & Gerald Fryxell, 2013. "Interactive Role of Consumer Discrimination and Branding against Counterfeiting: A Study of Multinational Managers’ Perception of Global Brands in China," Journal of Business Ethics, Springer, vol. 115(1), pages 195-211, June.
    2. Song, Lei & Meng, Yan & Chang, Hua & Li, Wenjing & Tan (Frank), Kang, 2021. "How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 130(C), pages 1-13.
    3. Staake, Thorsten & Thiesse, Frédéric & Fleisch, Elgar, 2012. "Business strategies in the counterfeit market," Journal of Business Research, Elsevier, vol. 65(5), pages 658-665.
    4. van der Lans, Ralf & van Everdingen, Yvonne & Melnyk, Valentyna, 2016. "What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 924-943.
    5. Indre Pikturniene & Aiste Mackelaite, 2013. "Attitude Formation Towards Local And International Ecological Face And Body Care B.Nds Among Lithuanian Female Consumers," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(1).
    6. Yang, Deli & Sonmez, Mahmut (Maho) & Li, Qinghai & Duan, Yibing, 2015. "The power of triple contexts on customer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective," International Business Review, Elsevier, vol. 24(1), pages 11-22.
    7. Zhan, Lingjing & He, Yanqun, 2012. "Understanding luxury consumption in China: Consumer perceptions of best-known brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1452-1460.
    8. Fetai Besnik & Sadiku-Dushi Nora & Ismaili Raman, 2017. "Measuring the Impact of Extrinsic Cues on Consumers’ Purchasing Decision for Food Products," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 62(3), pages 33-46, December.
    9. Yoo, Boonghee & Lee, Seung-Hee, 2012. "Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each," Journal of Business Research, Elsevier, vol. 65(10), pages 1507-1515.
    10. Komal Nagar & Vishab Pratap Singh, 2021. "Modelling the Effects of Materialism, Ethics and Variety-Seeking Behaviour on Counterfeit Consumption of Young Consumers," Global Business Review, International Management Institute, vol. 22(4), pages 996-1009, August.
    11. Poddar, Amit & Foreman, Jeff & Banerjee, Syagnik (Sy) & Ellen, Pam Scholder, 2012. "Exploring the Robin Hood effect: Moral profiteering motives for purchasing counterfeit products," Journal of Business Research, Elsevier, vol. 65(10), pages 1500-1506.
    12. KUMRU Uyar & YUNUS Dursun, 2015. "Consumer Ethnocentrism And Brand Name Evaluations," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(1), pages 80-89, February.
    13. Truong, Yann & McColl, Rod, 2011. "Intrinsic motivations, self-esteem, and luxury goods consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 555-561.
    14. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    15. Appleyard, Mathew, 2015. "Corporate responses to online music piracy: Strategic lessons for the challenge of additive manufacturing," Business Horizons, Elsevier, vol. 58(1), pages 69-76.
    16. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    17. H. R., Ganesha & Aithal, Sreeramana & P., Kirubadevi, 2020. "Experimental Investigation of Cannibalisation by Introducing a Global Brand Abreast Existing Indian Store Brand," MPRA Paper 104028, University Library of Munich, Germany.
    18. Alberto Galasso & Mark Schankerman, 2008. "Patent Thickets and the Market for Innovation: Evidence from Settlement of Patent Disputes," CEP Discussion Papers dp0889, Centre for Economic Performance, LSE.
    19. Yu, Julie H. & Albaum, Gerald, 2002. "Sovereignty change influences on consumer ethnocentrism and product preferences: Hong Kong revisited one year later," Journal of Business Research, Elsevier, vol. 55(11), pages 891-899, November.
    20. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:manint:v:49:y:2009:i:6:d:10.1007_s11575-009-0019-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.