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 (Ph. D.)--University of Hong Kong, 2007. / Also available online.

Thesis (Ph. D.)--University of Adelaide, Graduate School of Management, 2000? / Includes bibliographical references (leaves 134-145 and 157-158).

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 (Ph. D.)--University of Washington, 2008. / Vita. Includes bibliographical references (leaves 104-110).

Thesis (Ph. D.)--University of Hong Kong, 2007. / Title proper from title frame. Also available in printed format.

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).

M.Comm. / Gegewe die agtergrond en probleemstelling van die studie, kan die doelwitte van die studie sons volg gefonnuleer word: Die eerste doel van die studie is om te bepaal of handelsmerklojaliteit wat sigarette betref, nog by verbruikers bestaan en 'n rol speel by die keuse van 'n handelsmerk. Die tweede doel met die studie is om te bepaal watter faktore die verbruiker se keuse van 'n spesifieke handelsmerk van sigarette beInvloed, dit wil se watter faktore beInvloed handelsmerklojaliteit. Wat die faktore betref, sal daar hoofsaaklik gekonsentreer word op die invloed van die elemente van die bemarkingsmengsel, naamlik: Produk ; Prys ; Distribusie ; Bemarkingskommunikasie. Met hierdie studie sal dus gepoog word om 'n bydrae te lewer tot die verbreding van die bestaande kennis oor handelsmerklojaliteit en die rol daarvan vir geslaagde sigaretbemarking.

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