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Luxury Marketing pp 223–244Cite as

Luxury Goods vs. Counterfeits: An Intercultural Study

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Branding has been around for centuries as a means to distinguish one producer’s goods from those of another. The earliest signs of branding in Europe can be traced back to medieval guilds, which required craftspeople to mark their products as a means of protection against inferior quality ([29], p. 276). Branding remains one of the most important concepts for marketing management, but its scope now extends to a vast variety of marketing activities.

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Authors and Affiliations

  1. Brunnerstr. 72, 1210, Wien, Österreich

    Udo Wagner

  2. Gang Seo‐Gu, Gayang‐Dong Dealimkyungdong APT 101‐401, Korea 157‐751, Seoul, South Korea

    Seung-Hee Lee

  3. 7/2 B, 6th Lane Payoda Road Nugegoda, Colombo, Skri Lanka

    Sabine Kleinsasser

  4. Brünner Str. 72, 1210, Wien, Österreich

    Jutatip Jamsawang

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  1. Udo Wagner
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  2. Seung-Hee Lee
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  3. Sabine Kleinsasser
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  4. Jutatip Jamsawang
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Correspondence to Udo Wagner .

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Editors and Affiliations

  1. Leibniz Universität Hannover, Institut für Marketing und Management, Königsworther Platz 1, Hannover, 30167, Germany

    Klaus-Peter Wiedmann

  2. Leibniz Universität Hannover, Institut für Marketing und Management, Königsworther Platz 1, Hannover, 30167, Germany

    Nadine Hennigs

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Wagner, U., Lee, SH., Kleinsasser, S., Jamsawang, J. (2013). Luxury Goods vs. Counterfeits: An Intercultural Study. In: Wiedmann, KP., Hennigs, N. (eds) Luxury Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4399-6_13

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