Construct · 1 fields · 1 citations

copycat brand: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

a brand that imitates the trade dress of a leader, where moderate similarity can gain while high similarity loses when consumers compare directly.

In branding, copycat brand refers to a brand that imitates the trade dress of a leader, where moderate similarity can gain while high similarity loses when consumers compare directly. This meaning comes from Van Horen (2012) in Journal of Marketing Research.[1]

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Nearby constructs

dress1 fields · 1 citationsanchor · a standalone construct gain4 fields · 4 citationsjingle · one word, four constructs similarity3 fields · 4 citationsjingle · one word, three constructs

References

Van Horen, F., & Pieters, R. (2012). When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation. Journal of Marketing Research, 49(1), 83-91. https://doi.org/10.1509/jmr.08.0405

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