Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberalisation, the changing nature of society and new competitive structures. Branding has become an increasingly important area of research in marketing as well as a crucial decision-making area in strategic marketing management. Counterfeit-related activities challenge the existing theoretical and methodological framework in many ways, particularly consumer behavior and branding. This book brings together the three areas — counterfeiting, branding and consumer behaviour — within a very robust methodological and statistical modelling framework.
- ISBN13 9789814287036
- Publish Date 30 November 2021
- Publish Status Active
- Publish Country SG
- Imprint World Scientific Publishing Co Pte Ltd
- Format Hardcover
- Pages 350
- Language English
- URL https://worldscientific.com/worldscibooks/10.1142/7441