1.0 Introduction1.1 Background: Counterfeiting is an expanding field of activity in which duplicates or identical copies of real goods, including their packaging, branding and labeling, are bought and sold (Kay 1990, cited in Ang et al.2001, p.219). The counterfeit market has its roots in the 1970s, when Levi's Strauss found its logo on unbranded jeans sold to Asian markets (Walker 1981, cited in Phau et al. 2009, p.262-281). Since then, selling counterfeit products has become an ostentatious business that creates problems and opportunities for both new and existing sellers. There are numerous countries where counterfeit products with duplicate designs are commonly available and this creates problems for sellers of the original brand in maintaining exclusivity. The availability and demand for counterfeit products has increased by more than 12% each year for the past decade (Chaudhry et al. 2009a, b). The consequences of this phenomenon translate into heavy losses for the brand itself, in terms of loss of reputation and brand goodwill, as well as a decrease in customer trust and brand value and also include job losses, tax avoidance and lost sales for the company. Estimates from the International Anti-Counterfeiting Coalition show that counterfeiting is responsible for $200 billion per year in lost jobs, unpaid taxes, and lost sales (Furnham and Valgeirsson 2007). Furthermore, the success of this market lies in the significant percentage of consumers requesting counterfeit products. According to research, the largest buyers of these products worldwide fall within the 18-25 age group (Phau and Teah 2009). According to another research, about a third of the interviewed group answered t...... half of the document ......0 2011].• The Economist Pakistan. 2011. 50% of products in Pakistan are substandard, adulterated or counterfeit [online] Available from: http://www.economistpakistan.com/Page-Detail.php?id=485 [Accessed 20 August 2011].• Thurasamy, R., Mohamad, O., Jantan, M., Lee Wai Chow, J., & Nasirin, S. 2003. Counterfeit music CDs: Social and personality influences, demographics, attitudes, and purchase intentions: Some insights from Malaysia. Proceedings of the second European conference on research methods in business and management [online]. Available from: http://www.ramayah.com/journalarticlespdf/counterfeitmusic.pdf [accessed September 20, 2011]. • US Immigration and Customs Enforcement and US Customs and Border Protection.2011 [online] pp.1-20. Available from: http://www.ice.gov/doclib/news/releases/2011/110316washington.pdf [Accessed August 20 2011].