The Impact of Copycat Brand on Copycat Avoidance: the Moderating Role of Consumer Ethics

Because of the importance of brand in consumers' decision-making, market leaders have invested heavily in their brands. In the meantime, follower companies try to imitate the brands of market leaders. Consumers, with their ethical differences, also show different reactions to this imitation. Th...

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Bibliographic Details
Main Authors: Mohsen Akbari, Mostafa Ebrahimpour Azbari, Abbas Darjani
Format: Article
Language:fas
Published: Yazd University 2019-08-01
Series:کاوش‌های مدیریت بازرگانی
Subjects:
Online Access:http://bar.yazd.ac.ir/article_1547_c9b93699f3e0624bca2595ca05f2fb04.pdf