The effect of experience with a brand imitator on the original brand |
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Authors: | Judith Lynne Zaichkowsky Richard Neil Simpson |
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Institution: | (1) Faculty of Business Administration, Simon Fraser University, V5A 1S6 Burnaby, B.C., Canada;(2) Faculty of Business Administration, Simon Fraser University, Burnaby, Canada |
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Abstract: | Imitating the look of an existing successful brand is a common occurrence in today's crowded marketplace. It was found that a negative experience with an imitator brand increased the evaluations of the original brand. A positive experience with the imitator was shown to have the opposite effect, and there was a decrease in the evaluations of the original brand. Subjects also indicated they would be likely to purchase the positive imitator over the original at only a 10 percent price reduction. |
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Keywords: | brand imitation stimulus generalization |
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