A review of counterfeiting research on demand side: Analyzing prior progress and identifying future directions

Abstract

Though its recent popularity on consumer preferences and academic environment, history of counterfeiting dates back to Romans. Such an ancient term has led researchers of this study to illuminate the existing body of research on counterfeiting through a content analysis; and identify theoretical gaps and opportunities for further research from marketing perspective. Based on these objectives, the structure of the study is as follows. The first section of the article provides some background information on counterfeiting and following sections present the research methodology as well as report the main findings of 65 articles published through last 37 years. The present study provides a valuable systematic review and suggestions for further research to the researchers interested in the motivations of counterfeit consumption.