Measuring Negative Effects of Copycat Products in Emerging Consumer Markets

Mayu Suzuki and Yuichi Washida

Hitotsubashi Journal of commerce and management, 2021, vol. 55, issue 1, 1-13

Abstract: Copycat products are common in the growing ASEAN snack industry; however, previousstudies have not statistically examined their effects on original brands. Consumer surveys inThailand and Vietnam find significant negative effectsof copycatsand reveal that early marketentry iscrucial to the original brandʼs foreign expansion strategy. Moreover, results demonstrate that raising salespriceshasa limited impact on the rate at which consumerss elect original brands, and thushigh-end brand building islikely to be an effective measure against copycats. We believe the findingsto have theoretical significance aswell asa certain degree of practicalimplication.

Keywords: copycats; emerging markets; brand; country-of-origin; foreign market entry (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:hit:hitjcm:v:55:y:2021:i:1:p:1-13

DOI: 10.15057/hjcm.2021001

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