| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === Brand imitation refers to the market follower makes its product package looks like the leading brand’s product package. Because of the similar package, consumers may think that the attributes, benefits, and performance of the imitating brand are similar to that of the leading brand; this situation is called consumer brand confusion. This study investigates how brand imitation and price influence consumer brand confusion, consumers’ brand evaluation, and consumers’ purchase intention toward the imitating brand. Specifically, package similarity and price are manipulated. The former is designed as high and low similar to the leading brand; the latter is designed as competitive (lower than the leading brand’s price) and differentiated (much lower than the leading brand’s price). The two are manipulated to see their interactive influence on consumer brand confusion, brand evaluation, and purchase intention. Furthermore, the casual relationship between brand confusion and brand evaluation are assumed. In addition, brand confusion and brand evaluation are hypothesized to affect purchase intention of the imitating brand.
Generally, the results support the hypotheses and demonstrate that brand imitation and price interactively influence consumer brand confusion, brand evaluation, and purchase intention. Specifically, H1, H2, H3, H4, H5, H6 are supported. However, the relationship between consumer brand confusion and purchase intention is not significant, thus H7 is not supported. Retrospect to the definition of brand confusion, which refers to consumers’ inaccurate evaluation of the imitating brand. Accordingly, consumer brand confusion has indirect effect on purchase intention through brand evaluation.
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