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Out-of-category brand imitation : product categorization determines copycat evaluation
Horen, Femke van; Pieters, Rik - In: Journal of consumer research : JCR ; an … 44 (2017) 4, pp. 816-832
Persistent link: https://www.econbiz.de/10011780567
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Preference reversal for copycat brands : uncertainty makes imitation feel good
Horen, Femke van; Pieters, Rik - In: Journal of economic psychology : research in economic … 37 (2013), pp. 54-64
Persistent link: https://www.econbiz.de/10010234305
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When high-similarity copycats lose and moderate-similarity copycats gain : the impact of comparative evaluation
Horen, Femke van; Pieters, Rik - In: Journal of marketing research : JMR 49 (2012) 1, pp. 83-91
Persistent link: https://www.econbiz.de/10009507245
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Consumer Evaluation of Copycat Brands : The Effect of Imitation Type
van Horen, Femke - 2012
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate the underlying meaning or theme of the leader...
Persistent link: https://www.econbiz.de/10013107050