“Meaning similar” wins, “looking similar” loses? The effects of perceptual similarity and conceptual similarity on consumers” perceptions of copycat brand name.

摘要：

　　We investigate how Chinese consumers react to perceptually similar or and conceptually similar brand names (in Chinese).Two experimental studies test the relationship between perceptual similarity and conceptual similarity on brand confusion and brand attitudes.Results indicate that the effects were due to consumers’ attributions about the perceived sincerity in adopting copycat brand names.

关键词： Perceptual Similarity Conceptual Similarity Copycat brands Brand Evaluation

作者: QIN Yao WEN Na

作者单位: City University of Hong Kong

会议类型: 国内会议

会议名称: 2013年JMS第十届中国营销科学学术年会暨博士生论坛

会议地点: 北京

会议语种:英文

页码: 1-10

在线出版日期: 2013-08-16（万方平台首次上网日期，不代表论文的发表时间）