Consumer evaluation of copycat brands: The effect of imitation type

By F. V. Horen, Rik Pieters. 2012

91 citations recorded by the source corpus.

Subfields: Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/1a9a1c6a518d64608986f8ad6c4ff130f532d247

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In Marketing

1. Benedikt Schnurr
2. Roland Schroll
3. Dhruv Grewal
4. Stephanie Q. Liu
5. Huiling Huang
6. Shpëtim Çerri

Citations in the corpus

• Humanizing Products with Handwritten Typefaces (2018, background): “For example, copycat strategies that imitate a leading brand’s perceptual features or themes activate knowledge of the leading brand, but consumers often regard imitation as an inappropriate strategy, so they react negatively to the copycat (Van Horen and Pieters 2012).”