Seyyed hamid Khodadad hosseini; Mehr ali Hemati neghad; Rahman masoumi
Volume 23, Issue 1 , April 2019, , Pages 1-24
Abstract
Diagnosis mistakes in selecting a original brand with a counterfeit and imitation brand can affect consumer financial losses and affect consumer loyalty. However, This study aimed to investigate the role of copycat strategy on the perceived similarity with moderator consumer mindset and brand loyalty ...
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Diagnosis mistakes in selecting a original brand with a counterfeit and imitation brand can affect consumer financial losses and affect consumer loyalty. However, This study aimed to investigate the role of copycat strategy on the perceived similarity with moderator consumer mindset and brand loyalty was performed. And the goal is to increase consumer awareness of original brand and imitation brand. The study population includes buyers of Clear shampoo in pharmacies and Moghaneh Doogh(yogurt drink) in Parsaabad Moghan stores. Because of the Unlimited community is used Cochran, and the sample number is 384. For data analysis used software SPSS 22 and Smart PLS. And using with Partial Least Squares, Relations of variables and model Been investigated. Results show that in hypotheses the observed correlation is significant. In the first main hypothesis, copycat strategy have positive impact on perceived similarity. In the second main hypothesis, consumer mindset moderate Relation between copycat strategy and perceived similarity. In the third main hypothesis, brand loyalty,moderate relation between copycat strategies and perceived similarity.
