Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation
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DOI: 10.1093/jcr/ucx065
Abstract: Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such… read more here.
Keywords: category; brand imitation; imitated brand; product ... See more keywords