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The performance effects of creative imitation on original products: Evidence from lab and field experiments |
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| Authors: | Liangyan Wang Brian Wu Cornelia Pechmann Yitong Wang |
| Institution: | 1. Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai, China;2. Strategy Department, Stephen M. Ross School of Business, University of Michigan, Ann Arbor, Ann Arbor, Michigan;3. The Paul Merage School of Business, University of California Irvine, Irvine, California;4. UTS Business School, University of Technology Sydney, Ultimo, New South Wales, Australia |
| Abstract: | |
| Keywords: | choice set consumer satisfaction creative imitation expectancy disconfirmation product quality |