The Effects of Negative Information on Copycat Brand Evaluation

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 778-778.

Authors

Dominique Braxton, University of California Irvine, USA
Darrel Muehling, Washington State University, USA
Jeff Joireman, Washington State University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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