Brand imitation is viewed as an infringement of the imitated original brand. (Zaichkowsky, 1995). Although brand managers and researchers have looked into ways to fight against imitations, these are still prevalent in today's market. Researchers have found that one of the major reasons for the growing volume of imitations has been consumer demand. Thus, rather than studying ways to reduce imitations, it is first important for brand managers and researchers to understand why consumers would knowingly buy imitations. The major issue is to understand how consumers evaluate brand imitations. Several studies have explored factors that might have an influence on consumer evaluations of brand imitations. However these findings are limited. For example, similarity of the imitation to the original brand is an important factor in consumer evaluations. However, very little research has studied this aspect. Thus, this research is motivated to further investigate the influential factors of consumer evaluations of brand imitations. This study replicates d'Astous and Gargouri (2001), a study that examines a comprehensive set of factors that might influence consumer evaluations of brand imitations. The purpose of this study is to re-examine their hypotheses in various product categories, with a focus on luxury brands. Moreover, this study has extended the d'Astous and Gargouri (2001) study by investigating product similarity which had not been previously explored. However, hypothesis testing did not completely support the hypothesized effects. The results indicate that consumers who purchase luxury brand imitations are heavily influenced by the price and store image. The results show also that the factor of product similarity is unimportant to a customer purchasing imitator brands.

Thesis (MBus) -- Auckland University of Technology, 2005. / Also held in print (vii, 112 leaves, 30 cm.) in Wellesley Theses Collection. (T 658.8343 MA)

Thesis (M.B.A.)--University of Hong Kong, 1995. / Includes bibliographical references (leaf 86).

Thesis (Ph. D.)--University of Kentucky, 2005. / Vita. Includes bibliographical references (leaves 78-81).

Thesis (M.Phil.)--Hong Kong University of Science and Technology, 2005. / Includes bibliographical references (leaves 32-34). Also available in electronic version.

Thesis (Ph. D.)--Ohio State University, 2006. / Title from first page of PDF file. Includes bibliographical references (p. 164-171).

No description available.

Brand, logo - explanation. Brand management and rebranding. General Electric, GE Money. Research of the GE Money Brand in 2006 and 2008.

The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand.

The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The results of the marketing research show perception of the brand by customers from the point of view of value added. The conclusion of the thesis brings recommendation for changes in the communication and brand management of the Klasa brand in the meaning of improvement in brand awareness and trust. There are also proposals how to motivate retailers to ask for products with the Klasa brand.