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Management International Review
Erschienen in: Management International Review 6/2009

01.12.2009 | Research Article

Brand Positioning and Anti-counterfeiting Effectiveness

A Study of Managers’ Perceptions of Foreign Brands in China

verfasst von: Prof. Deli Yang, Prof. Gerald E. Fryxell

Erschienen in: Management International Review | Ausgabe 6/2009

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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.
Vorheriger Artikel International Strategy Configurations of the World’s Top Family Firms
Nächster Artikel Strategic Corporate Social Responsibility and Value Creation

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Metadaten
Titel
Brand Positioning and Anti-counterfeiting Effectiveness
A Study of Managers’ Perceptions of Foreign Brands in China
verfasst von
Prof. Deli Yang
Prof. Gerald E. Fryxell
Publikationsdatum
01.12.2009
Verlag
SP Gabler Verlag
Erschienen in
Management International Review / Ausgabe 6/2009
Print ISSN: 0938-8249
Elektronische ISSN: 1861-8901
DOI
https://doi.org/10.1007/s11575-009-0019-2

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