When high-similarity copycats lose and moderate-similarity copycats gain: The impact of comparative evaluation

Journal of Marketing Research

Volumn 49, Issue 1, 2012, Pages 83-91

  Van Horen, Femke ^a   Pieters, Rik ^b  

^a UNIVERSITY OF COLOGNE   (Germany)

^b TILBURG UNIVERSITY   (Netherlands)

Author keywords

Comparative evaluation; Copycats; Similarity; Trademark infringement

Indexed keywords

EID: 84860457659     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.08.0405     Document Type: Article

References (42)

1. Boush, David M., Marian Friestad, and Peter Wright (2009), Deception in the Marketplace: The Psychology of Deceptive Persuasion and Consumer Self-Protection. New York: Rout-ledge/Taylor & Francis.
2. Buchanan, Lauranne, Carolyn J. Simmons, and Barbara A. Bickart (1999), "Brand Equity Dilution: Retailer Display and Context Brand Effects", Journal of Marketing Research, 36(August), 345-55.
3. Campbell, Margaret C. and Amna Kirmani (2000), "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent", Journal of Consumer Research, 27(1), 69-83.
4. Carpenter, Gregory S. and Kent Nakamoto (1989), "Consumer Preference Formation and Pioneering Advantage", Journal of Marketing Research, 26(August), 285-98.
5. Collins-Dodd, Colleen and Judy L. Zaichkowsky (1999), "National Brand Responses to Brand Imitation: Retailers Versus Other Manufacturers", Journal of Product and Brand Management, 8(2), 96-105.
6. Foxman, Ellen R., Darrel D. Muehling, and Phil W. Berger (1990), "An Investigation of Factors Contributing to Consumer Brand Confusion", Journal of Consumer Affairs, 24(1), 170-89.
7. Herr, Paul M. (1989), "Priming Price: Prior Knowledge and Context Effects", Journal of Consumer Research, 16(1), 67-75.
8. Howard, Daniel J., Roger A. Kerin, and Charles Gengler (2000), "The Effects of Brand Name Similarity on Brand Source Confusion: Implications for Trademark Infringement", Journal of Public Policy & Marketing, 19(Fall), 250-64. (Pubitemid 33205183)
9. Hsee, Chrisopher K. (1996), "The Evaluability Hypothesis: An Explanation for Preference Reversals Between Joint and Separate Evaluations of Alternatives", Organizational Behavior and Human Decision Processes, 67(3), 247-57. (Pubitemid 126164514)
10. -. and Jiao Zhang (2010), "General Evaluability Theory", Perspectives on Psychological Science, 5(4), 343-55.
11. Intangible Business (n. d.), "Copying: Fair or Unfair?" research report, (accessed January 2011), [available at http://www.intan- giblebusiness.com/Reports/Copy ing-Fair-or-Unfair~828.html].
12. Kahn, Barbara E. and Brian Wansink (2004), "The Influence of Assortment Structure on Perceived Variety and Consumption Quantities", Journal of Consumer Research, 30(4), 519-33. (Pubitemid 38545481)
13. Kapferer, Jean-Noel (1995), "Brand Confusion: Empirical Study of a Legal Concept", Psychology and Marketing, 12(6), 551-69.
14. Loken, Barbara, Ivan Ross, and Ronald L. Hinkle (1986), "Consumer 'Confusion' of Origin and Brand Similarity Perceptions", Journal of Public Policy & Marketing, 5, 195-211.
15. L'Oreal SA. v. Bellure N. V. (2009), Court of Appeal, Rule of Professional Conduct, Case C-487/07, 125, 196-242, (accessed March 2011), [available at http://eur-lex.europa.eu/LexUriServ/LexUriServ. do?uri=OJ:C:2009:180:0006:0006:EN:PDF].
16. Markman, Arthur B. and Jeffrey Loewenstein (2010), "Structural Comparison and Consumer Choice", Journal of Consumer Psychology, 20(2), 126-37.
17. Meyers-Levy, Joan and Alice M. Tybout (1989), "Schema Con-gruity as a Basis for Product Evaluation", Journal of Consumer Research, 16(1), 39-54.
18. Miaoulis, George and Nancy d'Amato (1978), "Consumer Confusion: Trademark Infringement", Journal of Marketing, 42(April), 48-55.
19. Mitchell, Vincent-Wayne and Ide Kearney (2002), "A Critique of Legal Measures of Brand Confusion", Journal of Product and Brand Management, 11(6), 357-79.
20. Mogilner, Cassie, Tamar Rudnick, and Sheena S. Iyengar (2008), "The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety and Outcome Satisfaction", Journal of Consumer Research, 35(2), 202-215.
21. Morrin, Maureen and Jacob Jacoby (2000), "Trademark Dilution: Empirical Measures for an Elusive Concept", Journal of Public Policy & Marketing, 19(Fall), 265-76. (Pubitemid 33205184)
22. -. Jonathan Lee, and Greg M. Allenby (2006), "Determinants of Trademark Dilution", Journal of Consumer Research, 33(2), 248-57. (Pubitemid 44476818)
23. Murphy, Sheila T. and Robert B. Zajonc (1993), "Affect, Cognition, and Awareness: Affective Priming with Optimal and Sub-optimal Stimulus Exposures", Journal of Personality and Social Psychology, 64(5), 723-39.
24. Muthukrishnan, A. V. and Seshan Ramaswami (1999), "Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission-Detection Framework", Journal of Consumer Research, 26(1), 70-84.
25. Nowlis, Stephen M. and Itamar Simonson (1997), "Attribute-Task Compatibility as a Determinant of Consumer Preference Reversals", Journal of Marketing Research, 34(May), 205-218.
26. Oakley, James L., Adam Duhachek, Subramanian Balachander, and S. Sriram (2008), "Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation", Journal of Consumer Research, 34(5), 706-712.
27. Olsen, Sven Ottar (2002), "Comparative Evaluation and the Relationship Between Quality, Satisfaction, and Repurchase Loyalty", Journal of the Academy of Marketing Science, 30(3), 240-49. (Pubitemid 36703961)
28. Planet Retail (2007), Private Label Trends Worldwide. London: Planet Retail.
29. Poynor, Cait and Kristin Diehl (2010), "The Effects of Benefit and Feature-Based Assortment Structures on Similarity Perceptions and Strength of Preference", working paper, Katz Graduate School of Business, University of Pittsburgh.
30. Robinson, William T. and Claes Fornell (1985), "Sources of Market Pioneer Advantages in Consumer Goods Industries", Journal of Marketing Research, 22(August), 305-317.
31. Schwarz, Norbert and Herbert Bless (1992), "Constructing Reality and Its Alternatives: An Inclusion/Exclusion Model of Assimilation and Contrast Effects in Social Judgment", in The Construction of Social Judgment, Leonard L. Martin and Abraham Tesser, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 217-45.
32. Scott-Morton, Fiona and Florian Zettelmeyer (2004), "The Strategic Positioning of Store Brands in Retailer-Manufacturer Negotiations", Review of Industrial Organization, 24(2), 161-94. (Pubitemid 38884064)
33. Simonson, Itamar (1994), "Trademark Infringement from the Buyer Perspective: Conceptual Analysis and Measurement Implications", Journal of Public Policy & Marketing, 13(Fall), 181-99.
34. -. (1999), "The Effect of Product Assortment on Buyer Preferences", Journal of Retailing, 75(3), 347-70.
35. -. Stephen M. Nowlis, and Katherine Lemon (1993), "The Effect of Local Consideration Sets on Global Choice Between Lower Price and Higher Quality", Marketing Science, 12(4), 357-77.
36. Stapel, Diederik A. (2007), "In the Mind of the Beholder: The Interpretation Comparison Model of Accessibility Effects", in Assimilation and Contrast in Social Psychology, Diederik A. Stapel and Jerry Suls, eds. New York: Psychology Press, 143-64.
37. -. Willem Koomen, and Aart S. Velthuijsen (1998), "Assimilation or Contrast? Comparison Relevance, Distinctness, and the Impact of Accessible Information on Consumer Judgments", Journal of Consumer Psychology, 7(1), 1-24.
38. Steenkamp, Jan-Benedict, Harald van Heerde, and Inge Geyskens (2010), "What Makes Consumers Willing to Pay a Price Premium for National Brands over Private Labels?" Journal of Marketing Research, 47(December), 1011-1024.
39. Ülkümen, Gülden, Amitav Chakravarti, and Vicki G. Morwitz (2010), "Categories Create Mind-Sets: The Effect of Exposure to Broad Versus Narrow Categorizations on Subsequent, Unrelated Decisions", Journal of Marketing Research, 47(August), 659-71.
40. Warlop, Luk and Joseph W. Alba (2004), "Sincere Flattery: Trade-Dress Imitation and Consumer Choice", Journal of Consumer Psychology, 14(1), 21-27. (Pubitemid 38597458)
41. Wilke, Ricky and Judith Lynne Zaichkowsky (1999), "Brand Imitation and Its Effects on Innovation, Competition, and Brand Equity", Business Horizons, 42(6), 9-18.
42. Zaichkowsky, Judith L. (2006), The Psychology Behind Trademark Infringement and Counterfeiting. Hillsdale, NJ: Lawrence Erlbaum Associates.