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    Brand mimicry of luxury brands

    Teah 2013.pdf (9.565Mb)
    Access Status
    Open access
    Authors
    Teah, Hui Min
    Date
    2013
    Supervisor
    Prof. Ian Phau
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    Marketing
    URI
    http://hdl.handle.net/20.500.11937/70365
    Collection
    • Curtin Theses
    Abstract

    This research extends the theory of mimicry from the discipline of biological and natural sciences to the luxury brand context. Three brand mimicry scales namely Wicklerian-Eisnerian, Vavilovian and Pouyannian mimicry were developed and validated. A conceptual model is developed to test the influences of the three types of brand mimicry across four categories of luxury products. The findings provide academics, practitioners and policy makers with valuable insights into mimicry in the luxury brand industry.

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