Original brands in competition against high quality copycats

Volume: 52, Pages: 1574 - 1597
Published: May 24, 2018
Abstract
Purpose Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues. Design/methodology/approach Four experimental studies test different types of brand identity...
Paper Details
Title
Original brands in competition against high quality copycats
Published Date
May 24, 2018
Volume
52
Pages
1574 - 1597
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