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Measuring Negative Effects of Copycat Products in Emerging Consumer Markets

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  • Suzuki, Mayu
  • Washida, Yuichi

Abstract

Copycat products are common in the growing ASEAN snack industry; however, previousstudies have not statistically examined their effects on original brands. Consumer surveys inThailand and Vietnam find significant negative effectsof copycatsand reveal that early marketentry iscrucial to the original brandʼs foreign expansion strategy. Moreover, results demonstrate that raising salespriceshasa limited impact on the rate at which consumerss elect original brands, and thushigh-end brand building islikely to be an effective measure against copycats. We believe the findingsto have theoretical significance aswell asa certain degree of practicalimplication.

Suggested Citation

  • Suzuki, Mayu & Washida, Yuichi, 2021. "Measuring Negative Effects of Copycat Products in Emerging Consumer Markets," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 55(1), pages 1-13, October.
    • Handle: RePEc:hit:hitjcm:v:55:y:2021:i:1:p:1-13
    DOI: 10.15057/hjcm.2021001
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    References listed on IDEAS

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    1. Miceli, Gaetano Nino & Pieters, Rik, 2010. "Looking more or less alike: Determinants of perceived visual similarity between copycat and leading brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1121-1128, November.
    2. Van Horen, Femke & Pieters, Rik, 2013. "Preference reversal for copycat brands: Uncertainty makes imitation feel good," Journal of Economic Psychology, Elsevier, vol. 37(C), pages 54-64.
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