Combating lookalike product through adapting advertising appeals to consumer value: Strategic implications to brand imitation management
Liangyan Wang,
Yanfei Tang,
Chenglu Wang
Abstract:Abstract“Lookalike” products, including counterfeits and copycats, are increasingly common in today's global marketplace. Four lab experiments were conducted involving 653 participants, and data were analyzed through SPSS 26. Based on social representation (SR) theory and self‐construal theory, this research examines how advertising for original brands impacts purchase intent for counterfeits and copycats differently. The results suggest that ads for the original product using value‐expressive (vs. utilitarian… Show more
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