CLASS 46
Now in its twelfth year, Class 46 is dedicated to European trade mark law and practice. This weblog is written by a team of enthusiasts who want to spread the word and share their thoughts with others.
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SUNDAY, 20 DECEMBER 2009
Can counterfeits enhance brand loyalty?
Posted by: Nikos Prentoulis @ 22.51
Tags: counterfeit, brand loyalty, research, bags,
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Perm-A-Link: https://www.marques.org/blogs/class46?XID=BHA1605
Can counterfeits enhance brand loyalty?
A vigilant friend of Class 46 and IP scholar, Nikos Volanis, sent him an
interesting read, published here and here. According to unpublished research
by Renee Richardson Gosline, assistant professor of marketing at MIT’s Sloan
School of Management, buying counterfeits may be valuable to brand loyalty! Gosline
interviewed 100 consumers that had knowingly bought counterfeit prestigious
label bags and found that almost half of them (46%) bought the real thing
within two and a half years. Interviewed by Bloomberg, Gosline said “The
counterfeit actually served as a placebo for brand attachment. People were
becoming increasingly attached to the real brand even though they never
possessed it at all.”
Posted by: Nikos Prentoulis @ 22.51
Tags: counterfeit, brand loyalty, research, bags,
Sharing on Social Media? Use the link below...
Perm-A-Link: https://www.marques.org/blogs/class46?XID=BHA1605
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