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oa Journal of Marketing - Delivering a roundhouse kick to fong kong brand baddies

 

Abstract

Brand piracy is widespread. Well-known names are being hijacked by Johnny-come-latelys eager to make a quick buck, duping the consumer into thinking their products are the real McCoy.

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/content/mfsa1/2011/08/EJC74620
2011-08-01
2016-12-06
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