Distance of Similarity:Assessing Mimic Product from Authentic Brand on Enculturation Conformance

摘要：

　　People assess real-time events by relying on knowledge and experience accumulated in a conceptually referenced framework.The difference in assessment will prompt an incongruity for reconciliation.The authors propose an integrated conceptual framework with evidence reasoned pathways for consumers to assess product to become brand.Product information is transcended through(1)perceptual similarity cataloguing,(2)specific-aimed brand fit,and(3)general-context brand consistency to become relevant brand in the mind of consumers by enculturation conformance,subject to contextual limitation and modification.We conducted a contrarian study by having consumers assess a primed mimic brand in comparison with its authentic one using the proposed conceptual approaches.The empirical results validate the framework and reveal the assessment of mimic brand from its authentic origin primarily goes beyond the product functionality relative to utility benefits,and largely determined by value congruence process on enculturation conformance in context.

关键词： Consumer Behavior Product Competition Brand Congruence Enculturation Conformance

作者: David W.Pan Frank H.K.Fu Margaret Young Alan J.Pan

作者单位: Texas Woman”s University,Denton,Texas,USA Hong Kong Baptist University,Hong Kong,CHINA University of North Texas,Denton,Texas,USA

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 138-158

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）