Articlegreen2004

Sincere Flattery: Trade‐Dress Imitation and Consumer Choice

93 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Packaging Perceptions and Trends

Abstract

A copycat strategy uses visual similarity to an established leader as a persuasion tool. Although not uncommon in the marketplace, little is known about consumer response to such imitation. Contrary to speculation regarding consumer sensitivity to salient persuasion tactics, we find only conditional evidence that consumers spontaneously penalize brands that blatantly imitate market leaders. The results are discussed in the context of common marketing wisdom regarding the virtues of differentiation.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997The Psychology of Attitudes 1987Dimensions of Consumer Expertise 1991Managing Brand Equity 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2001Why Some New Products are More Successful than Others 2000Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent 1993A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?

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2012Consumer evaluation of copycat brands: The effect of imitation type 2014Private Label Imitation of a National Brand: Implications for Consumer Choice and Law 2005Consumer Vulnerability to Perceived Product Similarity Problems: Scale Development and Identification 2009Looking more or less alike: Determinants of perceived visual similarity between copycat and leading brands 2013Copy Alert: A Method and Metric to Detect Visual Copycat Brands

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