The evalution of copycats impact in market Essay - 1

The evalution of copycats impact in market - Essay Example premise encompassed high-similarity copycats would loose while the subtle copycats gain in the presence of a leader brand (Van Horen & Pieters, 2012). Since, the clients will be capable of making critical comparisons backed by former theories, which they have regarding the leader brand. Therefore, the article’s authors hypothesized that â€Å"shopping situation† usually avails consumers with an ample time meant to explicitly compare copycat brands with the leader, whereby the blatant lose and the subtle copycats gain (Van Horen & Pieters, 2012). To prove this hypothesis, the authors utilized both comparative and noncomparative evaluations to ascertain which copycats’ category would gain or lose under each test (Van Horen & Pieters, 2012). Results indicated that, moderate-similarity copycats gained under comparative evaluation contrary to high-similarity copycats because leader brands acted as their standard measures (Van Horen & Pieters, 2012). Conversely, high-similarity copycats gained under noncomparative evaluation whereas the moderate or subtle lost due to the assimilation aspect (Van Horen & Pieters, 2012). In the latter test, there was no leader brand meant for comparison, hence the clients ended up suggesting the high-similarity copycats being close to the standard brand (Van Horen & Pieters, 2012). In conclusion, despite a recent court ruling declaring reputation riding is unacceptable, subtle copycats will still benefit without the leader brands’ corporations prosecuting them (Van Horen & Pieters,