Dr. Aneela Malik Presents at Global Marketing Conference
Dr. Aneela Malik, Assistant Professor, Suleman Dawood School of Business (SDSB) LUMS, presented her research paper at 2012 Global Marketing Conference (July 19-22, 2012) at Seoul, South Korea. With 44 participating countries and 1,100 papers submissions (40 % acceptance rate) it is the biggest marketing conference in Asia. The conference was hosted by Yonsei University and Sogang Business School, Sogang University.
The paper explores the determinants governing consumers’ attitude towards and the likelihood of purchasing non-deceptive counterfeit brands in a developing country. Many factors such as the inaccessibility of luxury brands, very low incomes, large availability of counterfeit brands or the fact that counterfeit products carry Western brands may affect consumer behavior toward counterfeit brands. The results of the empirical study suggest that consumers’ readiness to take risk, materialism and social influence positively; whereas, their price-quality inference and tendency toward lawfulness negatively influence their attitude toward counterfeit brands. The research also offers multifaceted implications, for the managers of genuine brands, to help them form anti-counterfeiting strategies to safeguard their brands.