What is the Harm in Fake Luxury Brands? Moving Beyond the Conventional Wisdom

  • Aaron Ahuvia
  • Giacomo Gistri
  • Simona Romani
  • Stefano Pace


When reading the literature on counterfeit branded luxury goods (henceforth counterfeit BLGs) in both the scientific and popular press, one quickly comes across what we will summarize as the conventional wisdom. We do not mean the phrase “conventional wisdom” to have disparaging connotations. On the contrary, this view is widely popular because it makes sense and fits with common observation.


Conventional Wisdom Brand Equity Collateral Damage Luxury Good Brand Management 


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Aaron Ahuvia
    • 1
  • Giacomo Gistri
    • 2
  • Simona Romani
    • 3
  • Stefano Pace
    • 4
  1. 1.Ann ArborUSA
  2. 2.MacerataItalien
  3. 3.Montecatini TermeItalien
  4. 4.Università BocconiMilanItalien

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