08.05.2019

Antecedents and Consequences of Counterfeit Consumption

Counterfeit consumption is on the rise. It is important to understand why consumers buy counterfeits and the consequences of using counterfeit. In her talk, Prof Jiewen Hong examines consumers’ experience of using counterfeit products. She also leverages the findings to design anti-counterfeit advertising.

洪洁雯

Head, Professor
Marketing