Exploring the Effects of Original Brand Advertising on Demand For Copycat Products

Liangyan Wang, Antai Management School, Shanghai Jiao Tong University, China
Jesse R. Catlin, California State University, Sacramento, USA
Ke Xue, Shanghai Jiaotong University
In two experimental studies, we find that advertising appeals for original brands can impact purchase intentions for copycat versions of the advertised product. Additionally, we find evidence that attitudes toward copycat versions of the advertised product mediates this effect.
[ to cite ]:
Liangyan Wang, Jesse R. Catlin, and Ke Xue (2014) ,"Exploring the Effects of Original Brand Advertising on Demand For Copycat Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 816-816.