The Effects of Negative Information on Copycat Brand Evaluation

Dominique Braxton, University of California Irvine, USA
Darrel Muehling, Washington State University, USA
Jeff Joireman, Washington State University, USA
Recent literature has challenged the prevailing belief about the benefits of a copycat strategy by demonstrating conditions under which a blatant copycat strategy will result in a disadvantage. The current investigation demonstrates the moderating effects of whether the national leading brand is perceived positively or negatively.
[ to cite ]:
Dominique Braxton, Darrel Muehling, and Jeff Joireman (2015) ,"The Effects of Negative Information on Copycat Brand Evaluation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 778-778.