Counterfeiters: Foes or Friends? How Do Counterfeits Affect Different Product Quality Tiers? / Yi Qian.

Format:

Book

Author/Creator:

Qian, Yi.

Contributor:

National Bureau of Economic Research.

Series:

Working Paper Series (National Bureau of Economic Research) no. w16785.

NBER working paper series no. w16785

Language:

English

Physical Description:

1 online resource: illustrations (black and white);

Other Title:

Counterfeiters

Place of Publication:

Cambridge, Mass. National Bureau of Economic Research 2011.

Summary:

A key concern about counterfeits and weak intellectual property protection is that they may hamper innovation by displacing legitimate sales. This paper combines a natural policy experiment with randomized lab experiments to estimate the heterogeneous impacts of counterfeiting on the sales and consumer purchase intent related to branded products of various quality levels. I collect new product-line-level panel data (1993-2004) on Chinese shoe companies. I identify heterogeneous effects of counterfeit entry on sales of authentic products of three quality tiers, finding that counterfeits have both advertising effects for a brand and substitution effects for authentic products, additionally the effects linger for some years. The advertising effect dominates the substitution effect for high-end authentic-product sales, and the substitution effect outweighs the advertising effect for low-end product sales. The positive effect of counterfeits is most pronounced for high-fashion products (such as women's high-leg boots and dress shoes), for shoes tailored to young customers, and for high-end products of brands not yet well-known at the time of counterfeiter entry.

Notes:

February 2011.

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