TY  -  
T1  - Paradox and market renewal Knockoffs and counterfeits as doppelganger brand images of luxury 
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UR  - http://hdl.handle.net/10138/325682 
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A1  - Hietanen, Joel; Mattila, Pekka; Sihvonen, Antti; Tikkanen, Henrikki 
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PB  -  
Y1  - 2018 
LA  - eng 
AB  - Purpose - The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelganger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach - This is a conceptual paper that focuses on the role of knockoffs and ... 
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KW  - Paradox; Brand image; Luxury; Authenticity; Counterfeit; Doppelganger; INTELLECTUAL PROPERTY; CONSUMPTION PRACTICES; CONSUMER RESEARCH; PIRACY PARADOX; FASHION; AUTHENTICITY; IDENTITY; CULTURE; GOODS; STRATEGIES; 512 Business and Management 
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