Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty

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題名:	Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty
作者:	Chiu,HC;Hsieh,YC;Chang,SH;Lee,WR
貢獻者:	資訊管理研究所
關鍵詞:	SERVICE QUALITY;CONSUMER;SATISFACTION;PERCEPTIONS;CONSUMPTION;COMMITMENT;EXTENSION;BEHAVIOR;ATTITUDE;MODELS
日期:	2009
上傳時間:	2010-06-29 20:37:34 (UTC+8)
出版者:	中央大學
摘要:	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.
關聯:	ETHICS & BEHAVIOR
顯示於類別:	[資訊管理研究所] 期刊論文

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