The Consumer and Counterfeit: A Comparison between Belgian and French People [Les consommateurs face a la contrefaçon : une comparaison entre Belges et Français]

In spite of its development, its width and its consequences on firms and brands, counterfeiting has received scarce attention in marketing research. The purpose of this article is to address counterfeiting from a consumer behavior standpoint. Based on a review of the relevant literature, an exploratory factor analysis yields several dimensions that may predict attitude towards counterfeiting, both for Belgian and French consumers.