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    National Tsing Hua University Institutional Repository > 科技管理學院  > 科技管理研究所 > 期刊論文 >  Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty


    Please use this identifier to cite or link to this item: http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61794


    Title: Exploring the Effects of Anticounterfeiting Strategies on Customer Values and Loyalty
    Authors: Chiu HC;Hsieh YC;Chang SH;Lee WR
    教師: 丘宏昌
    Date: 2009
    Publisher: Taylor & Francis
    Relation: Ethics & Behavior, Taylor & Francis,19(5), 403-413;2009
    Keywords: SERVICE QUALITY
    CONSUMER
    SATISFACTION
    PERCEPTIONS
    CONSUMPTION
    COMMITMENT
    EXTENSION
    BEHAVIOR
    ATTITUDE
    MODELS
    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.
    URI: www.taylorandfrancis.com
    http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61794
    Appears in Collections:[科技管理研究所] 期刊論文

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