Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty

NCUIR > School of Management at National Central University > Graduate Institute of Information Management > journal & Dissertation > Item 987654321/29659

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/29659

Title:	Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty
Authors:	Chiu,HC;Hsieh,YC;Chang,SH;Lee,WR
Contributors:	資訊管理研究所
Keywords:	SERVICE QUALITY;CONSUMER;SATISFACTION;PERCEPTIONS;CONSUMPTION;COMMITMENT;EXTENSION;BEHAVIOR;ATTITUDE;MODELS
Date:	2009
Issue Date:	2010-06-29 20:37:34 (UTC+8)
Publisher:	中央大學
Abstract:	Product counterfeiting, a serious problem throughout the world, is particularly challenging for luxury brands, which often have simple designs and a value that depends largely on buyers' perceptions. This study incorporates the concept of customer value into an investigation of the anticounterfeiting strategies. Both hedonic and utilitarian values positively influence customer loyalty toward luxury brands. As a means to strengthen customer values, legal and product strategies positively influence customers' hedonic value, whereas communication and product strategies positively influence their utilitarian value. The managerial implications of these findings and directions for further research are discussed.
Relation:	ETHICS & BEHAVIOR
Appears in Collections:	[Graduate Institute of Information Management] journal & Dissertation

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