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Brand typicality impact on brand imitations evaluation and categorization

Author

Listed:
  • André Le Roux

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Marinette Thébault

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

  • Yves Roy

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

  • François Bobrie

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

Abstract

Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and the categorization of counterfeits and imitations. Design/methodology/approach The research design is a 2 × 2 × 2 × 2 mixed design with the first three variables as between-subjects variables and the last as a within-subjects variable on a convenience sample of 287 respondents split into eight experimental conditions. Data are analyzed using Linear Mixed Models. Findings Results show that brand typicality and brand name and product appearance manipulations impact brand evaluation and categorization. Regarding brand evaluation, under high typicality conditions, any manipulation of brand name and/or product appearance, from identical to different, results in a less favorable evaluation, whereas under low typicality conditions, only brand name manipulation negatively impacts brand evaluation. Concerning categorization, under high typicality conditions, any change in brand name and/or product appearance results in the item's categorization as an imitation or a counterfeit, whereas under low typicality conditions, the item may be categorized as either genuine or as imitation or counterfeit. Originality/value This research demonstrates the impact of brand typicality on both the evaluation and categorization of changes in brand name and product appearance. It also suggests that brands and product classes are not equal vis-à-vis counterfeiting and imitation. High typicality brand seems less vulnerable to counterfeiting and imitation. Findings are discussed regarding brand vulnerability to imitation and counterfeiting, the importance of considering competitive context, brand management and brand strategy.

Suggested Citation

  • André Le Roux & Marinette Thébault & Yves Roy & François Bobrie, 2016. "Brand typicality impact on brand imitations evaluation and categorization," Post-Print hal-02117694, HAL.
  • Handle: RePEc:hal:journl:hal-02117694
    DOI: 10.1108/JPBM-07-2015-0923
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    Citations

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    Cited by:

    1. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Exploring consumer behavior regarding counterfeiting: how product category, product attributes, purchase situation and consumers' motivations profiles impact behavior regarding counterfeits and genuin," Post-Print hal-02396977, HAL.
    2. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    3. Qian Shang & Guanxiong Pei & Jia Jin & Wuke Zhang & Yuran Wang & Xiaoyi Wang, 2018. "ERP evidence for consumer evaluation of copycat brands," PLOS ONE, Public Library of Science, vol. 13(2), pages 1-13, February.
    4. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Do product category and consumers' motivations profiles matter regarding counterfeiting?," Post-Print hal-02396896, HAL.

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