Luxury Goods vs. Counterfeits: An Intercultural Study
Branding has been around for centuries as a means to distinguish one producer’s goods from those of another. The earliest signs of branding in Europe can be traced back to medieval guilds, which required craftspeople to mark their products as a means of protection against inferior quality (, p. 276). Branding remains one of the most important concepts for marketing management, but its scope now extends to a vast variety of marketing activities.
KeywordsBusiness Ethic Product Category Purchase Intention Brand Equity Software Piracy
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