Yasmeen G. Elsantil, Eid G. Abo Hamza
Purchasing counterfeit products has been increasing over time, totaling billions of dollars. The primary purpose of this study is to provide a review on the factors underlying the purchase of counterfeit vs. original products. We provide a model showing the purchase of counterfeit products relies on a combination of both internal (consumer-related) factors and external (product-related) factors. Our review and model provide important information for reducing the purchase of counterfeit products. Importantly, we suggest that the use of relationship marketing techniques can help reduce the purchase of counterfeit products and increase brand loyalty. We further discuss future research studies to test the impact of using relationship marketing techniques on increasing the purchase of original products and brand loyalty.