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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 816-816.

Authors

Liangyan Wang, Antai Management School, Shanghai Jiao Tong University, China
Jesse R. Catlin, California State University, Sacramento, USA
Ke Xue, Shanghai Jiaotong University



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA

Read More

Featured

Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More

Featured

Round It Up: Preference Exists for Rounded Totals (PERT)

Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.