Central European Business Review 2012, 1(2):23-28 | DOI: 10.18267/j.cebr.14

"Fake Product? Why Not!" Attitudes Toward the Consumption of Counterfeit Goods in CEE as Shown on the Example of Slovakia

Denisa Kasl Kollmannová

PhDr. Denisa Kasl Kollmannová, Ph.D., Head of Department, Marketing Communication and Public Relations, Faculty of Social Sciences, Charles University in Prague, Smetanovo nábřeží 6, 110 00 Praha 1, kollmannova@fsv.cuni.cz

This article focuses on the increasing consumption trend of counterfeit goods in the countries of CEE and on the consequences for the global market. Counterfeiting is no longer typical only for the luxury market, where branding together with genuine source play a crucial role and the business of top luxury has been rising during the crisis. New categories of counterfeit goods are emerging constantly, including electronics and computer parts, pharmaceuticals, and even FMCG such as food, beverages or cosmetics. This article presents data from GfK research on attitudes towards counterfeit goods in Slovakia and puts it into the context of other CEE countries. It gives clear managerial implications on how to communicate the importance of originality, benefits for the consumer when consuming original goods and social marketing of ethical consumption. The managerial implications are specifically targeted for luxury businesses, on-line shops and FMCG producers.

Keywords: Counterfeit goods, luxury marketing, crisis, marketing communication, social marketing, and ethical consumption

JEL classification: M30

Received: June 1, 2012; Revised: September 12, 2012; Published: September 30, 2012  Show citation