A typology of brand counterfeiting and imitation based on a semiotic approach

André Le Roux (), François Bobrie () and Marinette Thébault
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André Le Roux: LCPC/DTOA - Direction technique "Ouvrages d'art" - LCPC - Laboratoire Central des Ponts et Chaussées, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université
François Bobrie: IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université
Marinette Thébault: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: Counterfeiting and imitation are major issues for luxury products and brands. This research proposes a conceptualization of brand based on a semiotic approach and a typology of counterfeit and imitation comprising two dimensions: logotype and product appearance. A survey testing stimuli developed according to the typology explores consumer reactions to different modalities of counterfeiting and imitation onfive brands. A dominantcategorization schema based on brand name emerged, although some product categories deviate from this pattern. The discussion draws implications for brand research, suggesting that typicality may explain the dichotomy in the categorization schema and acceptability of stimuli, as well as managerial implications

Keywords: Semiotics; Brand strategy; Similarity; Typology; Imitation; Counterfeiting (search for similar items in EconPapers)
Date: 2016-01
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Citations: View citations in EconPapers (7)

Published in Journal of Business Research, 2016, 69 (1), pp.349-356. ⟨10.1016/j.jbusres.2015.08.007⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02117651

DOI: 10.1016/j.jbusres.2015.08.007

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