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A conceptual framework for vavilovian mimicry in the luxury brand industry

Access Status
Open access
Authors
Teah, Min
Phau, Ian
Date
2011
Type
Conference Paper

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Citation
Teah, M. and Phau, I. 2011. A conceptual framework for vavilovian mimicry in the luxury brand industry,in Kaynak, E. and Harcar (ed), 20th Annual World Business Congress, Jul 3-7 2011, pp. 385-391. Poznan, Poland: International Management Development Association.
Source Title
Advances in global management development
Source Conference
International Management Development Association Twentieth World Business Congress
ISBN
School
School of Marketing
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Abstract

This study aims to conceptualize the phenomenon of mimicry from a biology context into a marketing context. In fact, there are numerous observed similarities and parallels between nature and marketing. As such, based on the research gaps, a research framework is proposed and conceptualized to examine the influence of Vavilovian mimicry on consumer perception of luxury and product evaluations towards mimic brand. Findings from the study and managerial implications are drawn.