Ludovica Cesareo

Lehigh University · Department of Marketing

This book aims to identify, analyze, and systematize the available research on counterfeiting and piracy published over a thirty-five year time span (1980–2015) in order to highlight the main trends in the illicit trade literature, propose suggestions for managers battling against illicit trade, and provide a starting point for future research. Cou...

Counterfeiters beware! This chapter offers managers of luxury rms a hands-on guide for constructing a comprehensive brand-protection /anti-counterfeiting framework that consists of four main strategies: companies should 1) protect all of their tangible and intangible assets, meaning products, brands and intellectual property rights (IPR); 2) collab...

Purpose – This paper analyzes consumers’ attitudes and behaviors towards online piracy and their willingness to try subscription-based music services. The objective is to develop and test an attitude-intention model which includes ethical considerations in consumers’ decision making process regarding music consumption. Design/methodology/approach –...

This study aims to analyse the image of the city of Rome held by first-time and return visitors, and the influence of such an image on tourist behaviour. First, we measure the cognitive and the affective image of Rome; second, we analyse whether tourists’ previous experiences in the city significantly influence the components of Rome’s perceived im...

Long-standing wisdom and academic research consistently agree that consumers choose attractive products and avoid ugly ones. And yet, multiple luxury brands successfully sell distinctively ugly products. This research provides an explanation, identifying distinctive ugliness as a signal of luxury and examining its impact on consumer choice. We expl...

The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks theoretical and empirical analyses of managerial and organizational issues regarding online and offline integration within inte...

Demarketing is a way for managers to cope with excess and/or undesirable demand for their products or services. In this article, we revisit the original framework and modify the classification scheme of demarketing concepts introduced by Kotler and Levy to reflect more contemporary issues. Previously, general demarketing topics addressed ways to cu...

We propose that incidental emotions have the power to impact consumer self-brand connections. Specifically, we argue that divergent views of self, triggered by incidental awe versus pride, differentially impact consumer self-brand connections (SBC) to social-benefit versus luxury brands. Feelings of awe create a diminished self and an awareness of...

Purpose The purpose of this paper is to demonstrate the efficacy of messages in anti-counterfeiting campaigns that use a fear of legal prosecution, role models, peer pressure, linkages to organized crime and education. Design/methodology/approach A web survey of consumer perceptions regarding the effectiveness of different anti-counterfeiting ca...

This study explores the potential role of destination image in the context of film-induced tourism for the city of Rome. We examine the effects of two trailers of the 2014 Academy Award® winner for best foreign movie “The Great Beauty” on the image change of the city as a travel destination. The results, obtained through an experimental study with...

The purpose of this chapter is to provide the results of the content analysis of the 572 collected articles. After having read all the articles, and based upon the categorization scheme proposed by the most recent and general literature review (Staake et al. 2009), the Author classifies each article based upon its main themes, objectives and contri...

The purpose of this chapter is to join the findings from the descriptive and content analyses in order to highlight the main insights from the study, the managerial implications and discuss some of the most recent research that tries to tackle emerging gaps in the literature while proposing an agenda for future research in the field.

The purpose of this chapter is to highlight the results of prior literature reviews on counterfeiting and piracy. These have addressed Intellectual Property Rights (IPRs), counterfeiting (in general and with a focus on luxury goods), and piracy (specifically of music, film and software). The analysis of such contributions highlights the theoretical...

The counterfeiting phenomenon, i.e., all those instances when a violation of intellectual property rights (IPRs), either trademarks, copyrights or patents occurs, has reached truly remarkable dimensions. The 2011 BASCAP report (ICC, 2011)1 indicated that by 2015 the value of counterfeiting would reach $1.7 trillion dollars globally, inclusive of in...

The purpose of this chapter is to explain the research methodology employed to analyze the existent literature on counterfeiting and piracy. Following some of the leading literature reviews published in top journals, the Author went through an iterating process that started with the main key words, moved onto article selection, skimming and retenti...

The purpose of this chapter is to sum up the main contributions of this book and offer suggestions about the future of the counterfeiting and piracy literature by providing some paths for the further developments of these fields.

The purpose of this chapter is to highlight the main figures and trends in the academic research on counterfeiting and piracy over the past 35 years. Through a descriptive analysis, the Author delves into the main typologies of studies (empirical vs. theoretical), methodologies (quantitative, qualitative and mixed), authors (productivity and countr...

This paper analyzes Italian consumers’ attitudes and behaviors towards online piracy and subscription-based music services. The study is based on an empirical quantitative analysis through the collection of 505 questionnaires. The results show that Italian consumers perceive music piracy as ethically wrong, yet they still prefer the free, illegal a...

Counterfeit goods are rampant in today’s global business world. Original brand manufacturers usually appeal to governments, international organizations, distribution partners and their own employees to fight counterfeits. This overlooks one important stakeholder: the consumer. However, eradicating counterfeiting cannot be accomplished without elimi...

Purpose: This paper analyzes Italian consumers’ music habits, in terms of online piracy behaviors and their interest toward subscription-based music services (SBMS), i.e. services that for a small monthly fee give users legal access to vast libraries across multiple devices. The objective is to try and profile a piracy-prone consumer and explore if...

Literature about Integrated Marketing Communication (IMC) is still evolving, but lacks a systematic focus on online and offline integration approaches. This research aims to identify the key managerial issues related to online and offline integration within IMC and explore the existence of clusters of firms with consistent conducts and results. We...

This paper examines how culture influences consumer attitudes and behavior towards counterfeit luxury products. By using structural equation modeling and multigroup analysis on survey data, this paper shows how consumers' attitude towards counterfeits is stronger in Individualist and Feminine countries, and mainly influenced by social consensus and...

The purpose of this study is to explore the potential role of destination image in service promotion and consumer choice in the context of film-induced tourism. In detail, the empirical objective is to measure the immediate impacts of a promotional movie trailer on viewers’ perceptions onf a destination image. Consumers can be very sensitive to ima...

The demand for counterfeit products is a constant headache to brand manufacturers. In this paper, we focus on Consumer-directed Anti-counterfeiting Measures (CAMs). Although consumers are “partners in crime”, countermeasures which could stop them from buying fakes have attracted little research attention. After an overview of past research, we comp...

This study proposes a qualitative exploratory analysis, through 18 in-depth interviews, on the counterfeiting phenomenon in order to investigate the effects, the strategic, operational and organizational measures taken by companies operating in the fashion goods sectors committed to combating the phenomenon globally. From a careful analysis of the...

The Internet has revolutionized the way consumers shop: available 24/7 from any location worldwide through different devices, the web represents a global distribution channel (Miniwatts Marketing Group 2013). However, what pertains to the rightful distribution of goods also holds true for selling counterfeits, i.e., products that violate others’ In...

The aim of this study is to analyze the different components of consumers’ attitude (cognitive and affective components) towards co-branded products. We compare the consumer behavior from gender differences. Several marketing studies have discussed how gender differentiates and influences consumers’ attitudes and behaviors. Our attention to HLCPs i...

A web-based survey of 2,004 consumers near-equally sampled from Brazil, Russia, India, China (BRIC), and the U.S. explored the consumers’ sense of an hedonic shopping experience and attitudes toward counterfeits (ethical concern and perceived quality) regarding two counterfeit products (movies and pharmaceuticals), four anti-counterfeiting actions,...

Questo studio propone un'analisi qualitativa esplorativa sulla contraffazione condotta dal punto di vista delle imprese, al fine di indagare le loro valutazioni e di comprendere le strategie e le politiche che adottano per affrontare questo fenomeno. L'analisi è stata realizzata esaminando la letteratura esistente e confrontando le sue principali d...

This study develops a model of consumer complicity with counterfeit and pirated movies to better understand what motivates this type of illicit consumer behavior; specifically whether personal values (idealism, relativism), ethical concern, collectivism, hedonic shopping experience, and perceived quality are plausible predictors of this illicit con...

The purchase of luxury counterfeits online has developed into a serious challenge for managers protecting their brands. Despite increasing research on the demand side of fakes, countermeasures in the digital world are still largely unexplored. Using an exploratory qualitative approach, this paper aims at understanding how companies can fight online...

This study proposes a qualitative exploratory analysis on counterfeiting from the legitimate firms’ perspective in order to investigate their perceptions and the real approaches they take to tackle this phenomenon. The analysis is carried out by juxtaposing the existing literature with the original brands’ point of view, gathered through 18 in-dept...

Il presente studio propone un comparative case study sul knowledge management e, più in particolare, sullo strumento delle learning histories, realizzato tramite interviste in profondità al management di due grandi realtà imprenditoriali italiane. L’obiettivo è quello di indagare le modalità di utilizzo dello strumento, la misurazione della sua eff...

The purpose of this paper is to examine cultural influences on consumers’ attitudes and behaviors towards counterfeit luxury products. Culture is considered a moderator variable between four types of attitude determinants (personal and product characteristics, social and situational contexts) and attitude / purchase intentions of both original and...

Il presente studio propone un’indagine qualitativa esplorativa, tramite 20 interviste in profondità, sul fenomeno della contraffazione allo scopo di indagarne gli effetti e di valutare le scelte strategiche, operative e organizzative adottate dalle imprese impegnate a contrastare il fenomeno a livello globale. La minaccia della contraffazione onlin...