| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 102 === Imitation brands want to free rider on equity of leader brands by imitating the trade dress as similar as them. According to the recent prevailing research suggests that more differentiated brands relative to copycat brands have generally high preferences. Even moderate similarity may often gain more effective than apparent copycats to use as leverage the positive associations. As a result of reactant, consumers have a tendency object to such ‘‘high imitation’’ brands. Nevertheless, there still have a lot of high imitation products existing in markets. Thus, this paper attempts to examine when the reverse holds true by two experiments, rather than being generally negative, critically depend on consumers’ perceived risk and competitive status of firms.
In study one, a 3 (Imitation similarity degree: High vs. Moderate vs. Low) by 2 (Perceived risk: High vs. Low) between-subject factorial design was used to test our predictions. The results show that, consumers have a significant difference on imitation evaluation and purchase intention to the three different degrees of imitation. Second, we demonstrate the interaction effects on purchase intention. When the perceived risk product is in a “low level”, high imitation generates higher purchase intention than moderate and low similarity.
In study two, a 3 (Imitation similarity degree: High vs. Moderate vs. Low) by 2 (Competitive status: High vs. Low) between-subject factorial design was used to test our predictions. The results show that, (1) consumers have a significant difference on imitation evaluation and purchase intention to the three different degrees of imitation. (2)The competitive status of firms in "High status" compares to "Low status", consumer will have much higher purchase intention. (3) When the competitive status of firms is "high", consumers will have much higher purchase intention in higher similarity not choosing moderate or low similarity degree. On the contrary, they will choose high imitation similarity and then choosing in order of low imitation rather than moderate similarity in low comparative status.
This paper investigates the common imitation method, review the research about the related issues, and discuss that high similarity may often gain more effective on consumers’ imitation evaluation and purchase intention. Therefore, this research result will not only may assist company to build a better marketing strategy, but it also makes a broader contribution for imitation literature.
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