Copying, imitation, counterfeiting and knock-offs have been considered to be detrimental to the global economy and to innovation. While Mimicry has been applied to various areas of sciences such as engineering, biomimetics and behavioural sciences or even in areas of Management, it is however rarely applied in Marketing. Based on the Theory of Mimicry, the mimicry phenomenon that animals use in nature is a direct reflection of what is occurring in our marketplace, specifically the luxury brand industry. It can be observed that copying extends beyond direct counterfeiting and there are established and well known luxury brands who are participants of various degrees of brand mimicry - which is the copying of style, design or even product. The...
This article investigates the effect of mimicry on consumer product consumption and appraisal. We pr...
Global firms desire to see that consumers perceive their firm and brands innovative. Firms may claim...
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copyca...
Copying, imitation, counterfeiting and knock-offs have been considered to be detrimental to the glob...
This study aims to conceptualize the phenomenon of mimicry from a biology context into a marketing ...
Brand imitation is viewed as an infringement of the imitated original brand. (Zaichkowsky, 1995). Al...
Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury bra...
International audiencePurposeThis research aims to explore the impact of an overlooked variable, bra...
Huimin, Teah. 2010. What is brand mimicry? a conceptual investigation in the luxury brand industry, ...
International audienceCounterfeiting and imitation are major issues for luxury products and brands. ...
Often considered the sincerest form of flattery, imitation has practically always underlain the busi...
This research investigates how consumers evaluate original goods, counterfeits and imitations in the...
This article investigates the effect of mimicry on consumer product consumption and appraisal. We pr...
Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packagin...
Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterf...
This article investigates the effect of mimicry on consumer product consumption and appraisal. We pr...
Global firms desire to see that consumers perceive their firm and brands innovative. Firms may claim...
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copyca...
Copying, imitation, counterfeiting and knock-offs have been considered to be detrimental to the glob...
This study aims to conceptualize the phenomenon of mimicry from a biology context into a marketing ...
Brand imitation is viewed as an infringement of the imitated original brand. (Zaichkowsky, 1995). Al...
Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury bra...
International audiencePurposeThis research aims to explore the impact of an overlooked variable, bra...
Huimin, Teah. 2010. What is brand mimicry? a conceptual investigation in the luxury brand industry, ...
International audienceCounterfeiting and imitation are major issues for luxury products and brands. ...
Often considered the sincerest form of flattery, imitation has practically always underlain the busi...
This research investigates how consumers evaluate original goods, counterfeits and imitations in the...
This article investigates the effect of mimicry on consumer product consumption and appraisal. We pr...
Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packagin...
Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterf...
This article investigates the effect of mimicry on consumer product consumption and appraisal. We pr...
Global firms desire to see that consumers perceive their firm and brands innovative. Firms may claim...
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copyca...