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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Yazd University
2019-08-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_1547_c9b93699f3e0624bca2595ca05f2fb04.pdf |