97-103. When responses were analyzed by demographics, no differences were found across age categories (younger as well as older consumers had similar opinions), across education levels, or gender. To be nonfunctional, it cannot affect a products cost, quality, or a manufacturers ability to effectively compete in a non reputable way. These variables impact the product roadmap and the corresponding brand strategy. The measurement of ethical judgments is a difficult task. Provincial Brand: Now the Japanese are using both the strategies. This differs from a real purchase experience where consumers actually use the products and may base their judgments on the comparative quality of the products. Counterfeits or product pirates. For example, some consumers may view brand imitation positively since many imitators are cheaper than the original brand. for e.g Hulas , Godrej ,Tata,etc. 7, pp.231-248. Retrieved from https://phdessay.com/brand-imitation/, Hire skilled expert and get original paper in 3+ hours, Run a free check or have your essay done for you, Didn`t find the right sample? When imitation is competition then the market may become more efficient (Schnaars 1994) (http://mint. Knowledge of this fact was felt to be key to the ethical judgments they were to make. Data were collected during two hour time periods, in the morning and in the afternoon, over the course of one week. Data collection was conducted over a period of one week. What are the three medium of imitation? (1988), "An Examination of Marketing Ethics: Role of the Decision Maker, Consequences of the Decision, Management Position, and Sex of the Respondent," Journal of Macromarketing, Vol. The innovator innovate the product and then the imitators copied it and sell the product in the market with little modifications. It is possible that housewives are more aware of the existence of brand imitation and therefore see it as a greater problem when shopping. Both genders were likely to believe legal action should be taken against large corporations who engage in an imitation strategy. When you see the word "solid vinyl," you are looking at the vinyl of all vinyls. Thats retail branding in action. To any prospective employees, the very idea of working at Google sounds more like an opportunity than a job, an opportunity to be part of one of the most dynamic, creative corporations on the planet. support@phdessay.com. 1. In that study, brand confusion was more likely to occur when consumers product familiarity, Product experience and involvement with the product category were low. They try to portray it as an original brand by adopting the same attributes, qualities even the marketing strategies of products i. e. designs, logo, and covering as well as brand name. Murphy, P.E. Study 2 Results The sample was almost evenly split on gender, with 53.3 percent being female; about half (50.7 percent) of the sample was under the age of twenty-five; the majority of the sample consisted of students (62.7 percent); and 60 percent of the sample were born in Canada. The more expensive it is, the more similar it is to the genuine product. Consumer items are also included for example: The CD of Microsoft windows are easily available in the pirated form on very cheap prices. Vitell, S.J. The SlideShare family just got bigger. Just like personal branding involves cultivating a public vocabulary and aesthetic for yourself, product branding shapes how the world perceives your product through deliberate aesthetic choices. Prior to completing the questionnaire, the respondents were informed that none of the brand pairs share a common manufacturer. wikipedia. Reidenbach, R. Eric and Donald P. Robin (1988), "Some Initial Steps Toward Improving the Measurement of Ethical Evaluations of Marketing Activities," Journal of Business Ethics, Vol. When its done effectively, branding positions an organization (or an individual, or a movement, or even a specific product) as a leader in their field and communicates to consumers that its the ideal choice for them and their lifestyle. Louis Vuitton, Rolex, Cartier, Levi Strauss, and Lacoste are some of the popular brands that are all too often victimized by pirates. The examination of practitioners' ethical evaluations of packaging activities raises the question of how others, such as consumers, are affected by packaging, and how they feel about the same issues. Secondary imitation is either: (i) Unconscious, or (ii) Meaningless. The sample mean was 2.81 (SD=1.45), somewhat lower than the mean of 3.38 (SD=1.80) found by Bone and Corey (1992) in their sample of packaging practitioners, perhaps indicating these consumers felt brand imitation was even more unethical than packagers. However, when occupation was examined, housewives again consistently thought brand imitation was more unethical than any other group and were more supportive of legal action, regardless of the size of the company. Because it resembles the successful (original) brand that it intends to imitate, the brand imitator may be attributed the original brands properties (quality, performance, reliability, origin, etc. ) Of course, depending on the material and workmanship, the price of the copy ranges from tens of dollars to hundreds of dollars. Solid Vinyl. 5. Its not uncommon to endorse your choice of brands in your own branding strategyone notable example is McDonalds offering Coca-Cola products. Online branding, as the name implies, is branding that happens online. MANOVA was used to test the relationships among demographic variables. So, to keep shoppers coming through the doors, retailers need to up their branding game and turn their stores into experiences that shoppers want to come back and relive. Imitation is an advanced behavior whereby an individual observes and replicates another's. When the qualities and image of a product is not clear in the mind of a consumer then this confusion also lead towards bran imitation. This shows that most of the businessmen are quite greedy hence; do not adhere to contract law. During the heights of The Lord of the Rings and The Hobbits cinematic success, when there was a huge increase in tourism in New Zealand, Air NZ partnered with the films makers to become the official airline of Middle Earth. A knock-off is a product bearing a trademarked name, logo, brand or other identity that is not manufactured or sold by the company that owns the trademark. Service branding can also come in the form of meeting specific expectations that set a company apart from their competitors, like a cable company connecting customers with human customer service reps rather than automated prompts, when they call. And the second requirement is that the trade dress should be non-functional. Depending on the type of grass, its component may vary a little or a lot compared to other variants. About one-third of respondents were interviewed on Monday, Tuesday or Wednesday; one-third were interviewed on Thursday or Friday; and one-third were interviewed on Saturday or Sunday. Your website and social media profiles are a given, but what about print ads? Until the mid-1990s, Kraft's Oreo brand was content with a solid and stable share of the North American market. Fake turf with more than a decade of expected lifespan usually use high-grade materials. (1990), "Toward the Development of a Multidimensional Scale for Improving Evaluations of Business Ethics", Journal of Business Ethics, Vol. Brand Imitation Do's. On the other hand, brand imitation isn't always a bad thing, but remember, your competitors might not be doing the best things to build their businesses. A 33-item scale based on the five theories was developed and subsequently reduced into an eight-item scale. Think of I Love New York to represent New York City and the Eiffel Tower as a symbol of Paris. 5 Types of Brand Loyalty Explained (With Examples) Brand loyalty is a big part of consumer psychology. This study may indicate if there is a difference in ethical judgments between genders given equivalent levels of education. You proved us right again. The size of the imitator firm may have some effect on consumers' judgments of their actions. It was also found that those with incomes under $30,000 perceived brand imitation as more unethical than those with incomes over $50,000. Branding isnt one-size-fits-all; the most effective strategies are highly personalized to the companies, groups and creators using them. And illegally sell the product in the market but the reason which is restricting them is that the retailers are also engaged in these activities. A 33-item scale based on the five theories was developed and subsequently reduced into an eight-item scale. 35 No. This theory may be used to explain why certain actions, such as bribery, are acceptable in some countries and not in others. Reidenbach, R.E. Justice theory, primarily procedural justice, is important to marketing in that its objective is to develop rules that result in fair outcomes. Like in Turkey, many Pumas and Lacostas shirts sell in the market which are knock-off items. Doves target customers are women. ----------------------------------------, European Advances in Consumer Research Volume 2, 1995 Pages 418-424, BRAND IMITATION AND THE CONSUMER: AN ETHICAL PERSPECTIVE, Judith Lynne Zaichkowsky, Simon Fraser University. Homemakers tended to perceive brand imitation as being less ethical than those employed in other occupations. In contrast, utilitarianism considers the consequences for society in general (Reidenbach and Robin, 1990). designer brand imitation can be rigid and inflexible or made from soft and stretchy materials, depending on the needs of the user. 7, pp.231-248. and Muncy, J. In terms of income, twenty-eight percent of respondents had an income over $30,000, and almost half of the respondents had an income under $10,000. INTRODUCTION "Marketing managers are faced with a host of decisions having ethical ramifications regarding the products and services they offer for sale" (Murphy and Laczniak, 1981). 17. and Muncy, J. National Tree Company. 13, 1985, pp. Make sure to read our Rules and to remain civil when interacting with others. No differences were found on the dimension of cultural acceptability. If consumers feel that the buyer is at fault for purchasing an imitator brand when intending to purchase the original brand (i.e., caveat emptor), they would likely see imitation strategies as being less unethical than those who feel the seller is at fault. Carolina Pine Tree. I. e. the design and packing should be different from other products so that it can be easily recognized by the customers. These companies are trying to stop imitation and protect their revenues. If a company is a person, their corporate branding is how they express their personality. Infants' imitation performance is compared to another group of infants. Brand imitation is a profitable marketing strategy based on the utilization of similarity (package, design, brand name, advertising, etc. ) Membership in ACR is relatively inexpensive, but brings significant benefits to its members. 19, Spring, pp. Other studies using either student or more general samples have shown females to be more concerned about ethical issues and more likely than males to see ethical problems in a given situation (Beltramini, Peterson and Kozmetsky, 1984; Chonko and Hunt, 1985; Fritzche, 1988; Jones and Gautschi, 1988). Whenever you hear the phrase,Taco Bell, its this perception that springs to mind. As a result, their judgments were necessarily based on past experience and/or the appearance of the packaging. These ethical questions may arise in the imitation of a competitor's product. Designers, check out these contests so you can start building your career. An analysis of the ethical judgments and demographic variables found several significant results in Study 1. This may be the result of situational and environmental influences such as personal experience, organizational norms, industry norms, cultural norms, anticipated economic effects of a particular decision, organizational expectations, effect on stakeholders, individual ethical standards, organizational ethics, and professional ethics (Bone and Corey, 1992). APIdays Paris 2019 - Innovation @ scale, APIs as Digital Factories' New Machi Mammalian Brain Chemistry Explains Everything. Therefore these respondents from the university environment did not perceive brand imitation as negatively as the previous sample of average consumers. Reidenbach and Robin (1988, 1990, 1991) have developed a multidimensional ethics scale (Appendix). It is helpful in distribution of products in a wide area and to gain brand loyalty. Please contact the moderators of this subreddit if you have any questions or concerns. What is mode of imitation? Chonko, L.B. Here are 21 different types of branding: 1. These dimensions are based on concepts developed in moral philosophy. (1990), "Toward the Development of a Multidimensional Scale for Improving Evaluations of Business Ethics", Journal of Business Ethics, Vol. For example, you might be a luxury furniture designer. Explanatory variables should be examined in order to determine what influences consumers to make the judgments that they do.