"This book is an excellent addition to the current literature on Trademark Infringement and Counterfeiting (TIC) and will prove attractive to a wide array of audiences. In an era of changing markets and corporate frustrations with TIC, Zaichkowsky's work is expected to have a long shelf life. Marketers need to read the informative book, and it is a "must read" for those grappling with TIC issues." — Journal of Marketing Review, April, 2007
“I really like this book. It brings together, all in one place, important information that is not available anywhere else. I especially like the combination from different sources: consumer behavior, branding, the law, marketing strategy, and competitive strategy.”— George Zinkhan, Terry College of Business, University of Georgia
“This book represents the first academic treatment of brand trademark infringement from a consumer behavior perspective, and there are a number of new and unique ideas presented in the book.”— Julie Ruth, School of Business - Camden, Rutgers University
"Zaichkowsky provides a comprehensive review of consumer behavior theories, as they relate to trademark infringement and counterfeiting practices. Thus, the book offers an authoritative assessment of the relevant literature, including both court cases and marketplace behaviors… The author offers a compelling narrative, helping readers to understand and prevent activities that foster stealing intellectual property." – Candice R. Hollenbeck & George M. Zinkhan, PsycCRITIQUES
"This book is an excellent addition to the current literature on Trademark Infringement and Counterfeiting (TIC) and will prove attractive to a wide array of audiences. In an era of changing markets and corporate frustrations with TIC, Zaichkowsky's work is expected to have a long shelf life. Marketers need to read the informative book, and it is a "must read" for those grappling with TIC issues." — Journal of Marketing Review, April, 2007
“I really like this book. It brings together, all in one place, important information that is not available anywhere else. I especially like the combination from different sources: consumer behavior, branding, the law, marketing strategy, and competitive strategy.” — George Zinkhan, Terry College of Business, University of Georgia
“This book represents the first academic treatment of brand trademark infringement from a consumer behavior perspective, and there are a number of new and unique ideas presented in the book.” — Julie Ruth, School of Business - Camden, Rutgers University
