The influence of brand mimicry on luxury brands
by Ian Phau; Min Teah
Luxury Research J. (LRJ), Vol. 1, No. 2, 2016

Abstract: This paper examines the influence of brand mimicry on perception of luxury and product evaluation of mimic brands. In addition, brand familiarity is postulated to be a mediator between perception of luxury and product evaluation. It is found that mimicry influences perception of luxury and product evaluation of the mimic brand. Brand familiarity towards the mimic brand is also found to have significant influence on perception of luxury and product evaluation of the mimic brand. A number of implications for brand managers, practitioners and academicians are delineated at the end of the paper.

Online publication date: Wed, 03-Aug-2016

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