Brand mimicry of luxury brands
This research extends the theory of mimicry from the discipline of biological and natural sciences to the luxury brand context. Three brand mimicry scales namely Wicklerian-Eisnerian, Vavilovian and Pouyannian mimicry were developed and validated. A conceptual model is developed to test the influen...
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| Format: | Thesis |
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Curtin University
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/70365 |
| Summary: | This research extends the theory of mimicry from the discipline of biological and natural sciences to the luxury brand context. Three brand mimicry scales namely Wicklerian-Eisnerian, Vavilovian and Pouyannian mimicry were developed and validated. A conceptual model is developed to test the influences of the three types of brand mimicry across four categories of luxury products. The findings provide academics, practitioners and policy makers with valuable insights into mimicry in the luxury brand industry. |
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