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Consumers’ Attitudes Regarding Non-deceptive Counterfeit Brands in the UK and China

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Advances in Chinese Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

It has been well established that counter feit brands are those bearing a trade mark that is identical to, or indistinguishable from, a trade mark registered to another party and infringes on the rights of the holder of the trade mark.1–5 Counterfeits are available quite extensively, and with a number of forms of deception. For some counterfeit brands, consumers do not know that they are not genuine when they are purchased (deceptive counter feits); while for others, consumers are fully aware that they are buying nongenuine brands (nondeceptive counterfeits).6 Their quality varies. Some counterfeit products are so good that even the brand owners are not able to distinguish them from genuine products without the help of laboratory tests, while others are very poor and dangerous.7

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Authors
  1. Xuemei Bian
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  2. Cleopatra Veloutsou
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Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer  & Weifeng Chen  & 

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Bian, X., Veloutsou, C. (2017). Consumers’ Attitudes Regarding Non-deceptive Counterfeit Brands in the UK and China. In: Balmer, J.M.T., Chen, W. (eds) Advances in Chinese Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00011-5_15

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