"Meaning Similar" Wins, "Looking Similar" Loses? the Effect of Perceptual Similarity and Conceptual Similarity on Consumers' Perceptions of Copycat Brand Names

Yao Qin, City University of Hong Kong, Hong Kong, China
Na (Amy) Wen, City University of Hong Kong, Hong Kong, China
Wenyu Dou, City University of Hong Kong, Hong Kong, China
Lan Xu, Wuhan University, China
We investigate how Chinese consumers react to perceptually similar and conceptually similar brand names(in Chinese).Two experimental studies test the relationship between perceptual similarity and conceptual similarity on brand confusion and brand attitude. Results indicate that the effects were due to consumers’ attributions about the perceived sincerity in adopting copycat brand names.
[ to cite ]:
Yao Qin, Na (Amy) Wen, Wenyu Dou, and Lan Xu (2013) ,""Meaning Similar" Wins, "Looking Similar" Loses? the Effect of Perceptual Similarity and Conceptual Similarity on Consumers' Perceptions of Copycat Brand Names", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.