Title: The influence of brand mimicry on luxury brands

Authors: 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

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: 10.1504/LRJ.2016.078128

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

Received: 26 Nov 2015
Accepted: 10 Mar 2016

Published online: 03 Aug 2016 *

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