ABSTRACT
Brandjacking is an activity whereby someone acquires or otherwise assumes the online identity of another entity for the purposes of acquiring that person’s or business’s brand equity [1].
From a retail perspective, brandjacking is a serious issue and one that is expected to grow for years to come. Brandjacking takes place when unauthorized individuals sell bogus or counterfeit brand name merchandise, without permission. It also includes the development of unauthorized retail company websites that are created to have shoppers believe they are visiting the site of the legitimate organization.
