When Organizations Talk to Consumers about Counterfeiting: Analysis of 2005-2024 Communication and Consumer Education Campaigns to Build Theory-Informed Brand Protection Strategies
Anastasia G. Kononova, Saleem Alhabash, Patricia Huddleston, Moldir Moldagaliyeva, Heijin Lee, Subhalakshmi Bezbaruah, Dana Anafina This project investigates the effectiveness of anti-counterfeiting communication strategies through content analysis and experimental research grounded in media and communication theory. Nearly 400 messages from 94 campaigns (2005–2024) were analyzed to identify elements that induce or reduce psychological reactance—a resistance […]