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Copy alert : a method and metric to detect visual copycat brands

Satomura, Takuya; Wedel, Michel; Pieters, Rik - In: Journal of marketing research : JMR 51 (2014) 1, pp. 1-13

Persistent link: https://www.econbiz.de/10010349048

The stopping power of advertising : measures and effects of visual complexity

Pieters, Rik; Wedel, Michel; Batra, Rajeev - In: Journal of marketing 74 (2010) 5, pp. 48-60

Persistent link: https://www.econbiz.de/10009237713

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

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

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