HIGHLIGHTS
- who: Meei-Ying Lan et al. from the Department of Business Administration, National Taiwan University of Science and Technology have published the article: Understanding Word-of-Mouth in Counterfeiting, in the Journal: (JOURNAL)
- what: Third, WOM is often the major reason for any product choice, but the authors do not yet understand how Positive WOM and Negative WOM contribute to the influence on buying counterfeits. Even if Wilcox et_al found one of the main reason (i.e. social-adjustive ) for buying counterfeit products which shows that consumer knows very well that the product is counterfeit . . .
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