A conceptual framework for vavilovian mimicry in the luxury brand industry

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.