Title: The influence of brand mimicry on luxury brands

 

Author: Ian Phau; Min Teah

 

Addresses:
School of Marketing, Curtin Business School, Curtin University, G.P.O. Box U1987, Perth WA 6845, Australia
School of Marketing, Curtin Business School, Curtin University, G.P.O. Box U1987, Perth WA 6845, Australia

 

Journal: Luxury Research J., 2016 Vol.1, No.2, pp.93 - 109

 

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.

 

Keywords: brand mimicry; copying; mimicry theory; deception; luxury brands; branding; product evaluation; luxury evaluation; consumer perceptions; brand management.

 

DOI: http://dx.doi.org/10.1504/LRJ.2016.078128

 

Available online 01 Aug 2016

 

 

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