Handbook of Research on Counterfeiting and Illicit Trade
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Handbook of Research on Counterfeiting and Illicit Trade

Edited by Peggy E. Chaudhry

This unique Handbook provides multiple perspectives on the growth of illicit trade, primarily exploring counterfeits and internet piracy. It includes expert opinion on a wide range of topics including the evaluation of key global enforcement issues, government and private-sector agency initiatives to stifle illicit trade, and the evolution of piracy on the internet. The authors also assess the efficacy of anti-counterfeiting strategies such as targeted consumer campaigns, working with intermediaries in the supply chain, authentication technology, and online brand protection.
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Chapter 16: Analysis of anti-counterfeiting tactics to diffuse consumer demand

Barbara Stöttinger, Elfriede Penz and Ludovica Cesareo

Abstract

We aim to shed light on the role of consumers and what can be done to make them stay away from these illegal business practices and win them over (again) to originals. Specifically, through bringing together the counterfeiting and the piracy literature and highlighting similarities rather than differences between the two product categories, we outline (1) how these consumer insights are already reflected in consumer-directed anti-counterfeiting measures (CAMs), (2) how effective these activities are, and (3) what can still be done in the fight against counterfeits and digital piracy.

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