| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 95 === The phenomenon of imitation of trademark has been globally extravagant in recent years. Such imitation acts often take place especially in Asian region for the purpose of enabling new brands to rapidly appeal to consumers; thus, the purpose of this study is going to explore following issues (1) whether imitation leads to negative impact on famous brands? (2) Generally speaking, consumers easily approach brand names and slogans via advertisement and commercial encounters; whether imitations on brand names and slogans result in different effects on new and famous brands? (3) Whether the effect of brand dilution appears in famous brands when new brands mimic famous brand names? (4) What benefits new brand obtains from imitation? (5) Whether positive effect will be caused on both of new and famous brands when the former adopts commercial slogan similar to the latter? and (6) whether the level of similarity of products of new brands and famous brands influence the effects of imitation? This study creates situation of imitations of brand names and slogans; and develop questionnaire to investigate the relationship between new brands and famous brands.
This study uses between-subjects factor experimental design, and research variables incorporate imitation of trademark and similarity of product. The imitation of trademark consists of similarity of slogan, reverse brand name spelling, and similarity of brand name. Further, Trustme and Lexus were selected in this study owing to the result of pre-test. Participants were divided into two groups. One was engaged in test of similarity of slogan; the other involved in imitation of brand name. Use questionnaire to test beliefs, attitudes, purchase intention, and reaction time. The sample includes college students and graduate students, and the research adopts convenience sampling. The valid number of sample was 470 approached from internet questionnaire.
The findings of this study suggest that when similarity of products is low, the imitation of slogan has a stronger effect on both of new and famous brands; moreover, the effect of low similarity of product is superior to that of high similarity of product for new brands. Reverse brand name spelling leads to stronger effect on new brands, especially under situation of high similarity of products, but it also leads to brand dilution to famous brands. Similarity of brand name generates positive effect on new brands; besides, in such situation the effect high similarity of products is greater than that of low similarity of products; there is no effect on famous brands. For new brands, the adoption of reverse brand name spelling is superior to that of similarity of brand name. Furthermore, the adoption of reverse brand name spelling leads to greater brand dilution to famous brands than the adoption of similarity brand name does.
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