Out-of-Category Brand Imitation

Product Categorization Determines Copycat Evaluation

Dados Bibliográficos

ID2237484
AutoresFemke Van Horen (0000-0001-8887-2695, Vrije Universiteit Amsterdam, De Boelelaan 1105, 1081 HV, Amsterdam, The Netherlands, autor correspondente), Rik Pieters (Tilburg University, Warandelaan 2, 5037 AB, Tilburg, The Netherlands)
EditoresDarren Dahl, Page Moreau
Ano2017
Volume44
Fascículo4
Páginas816-832
Data de publicação2017-12-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (PUBLISHER • GB)
DOI10.1093/jcr/ucx065
OpenAlexW2610087242
IdiomaEN
Citações recebidas6
Referências citadas31

Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such "in-category imitation" is most effective. In contrast, four experiments demonstrate the benefits of "out-of-category imitation" for copycats, and the harmful effect on the imitated brand. Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. This is due to a reduced salience of norms regarding imitation in the related category. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes. The findings replicate across student, MTurk, and representative consumer samples; multiple product categories; and forms of brand imitation. This research demonstrates that out-of-category brand imitation helps copycat brands and hurts national leading brands much more than has so far been considered, which has managerial and public policy implications

Advertising · Business · Categorization · Copycat · Imitation · Product (mathematics) · Product category · Similarity (geometry) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Environmental Sustainability in Business · Marketing · Mathematics · Psychology · Social Psychology