Luxury Goods vs. Counterfeits: An Intercultural Study

  • Udo Wagner
  • Seung-Hee Lee
  • Sabine Kleinsasser
  • Jutatip Jamsawang


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 ([29], 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.


Business Ethic Product Category Purchase Intention Brand Equity Software Piracy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Udo Wagner
    • 1
  • Seung-Hee Lee
    • 2
  • Sabine Kleinsasser
    • 3
  • Jutatip Jamsawang
    • 4
  1. 1.WienÖsterreich
  2. 2.SeoulSouth Korea
  3. 3.ColomboSkri Lanka
  4. 4.WienÖsterreich

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