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Original brands in competition against high quality copycats

20 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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 cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. Findings The results systematically show the power of brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They also reveal the role of brand equity, conspicuous consumption and consumers’ tendency of using brands as status symbols in enhancing the effect of brand identity cues in the face of superior copycats. Research limitations/implications This paper extends cue diagnosticity theory and the brand identity literature by showing the power of brand identity cues in predicting consumer choices of original brands. Practical implications This paper provides useful guidelines for managers of original brands on how to effectively use brand identity cues to compete against copycats. Originality/value Prior research focuses on how copycat brands’ characteristics influence consumers’ evaluations of copycats. These studies are limited, however, by their focus on cheap and low-quality copycats. The current paper examines the effects of brand identity cues and draws attention to the trade-offs consumers make when choosing between original brands and copycats offering superior product features.

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References

1988Possessions and the Extended Self 1970Information and Consumer Behavior 2009The Theory of the Leisure Class 1974Advertising as Information 1985Measuring Consumer Involvement Profiles 1998Brand Equity as a Signaling Phenomenon 1982Reference Group Influence on Product and Brand Purchase Decisions 2001Consumers' Need for Uniqueness: Scale Development and Validation

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