Entry of copycats of luxury brands

• Main Authors: GAO, Sarah Yini, LIM, Wei Shi, TANG, Christopher S.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: conspicuous consumption; copycat; counterfeit; entry deterrence; entry strategies; pricing strategies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5168; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6167/viewcontent/main_paper.pdf
• Institution: Singapore Management University

We develop a game-theoretic model to examine the entry of copycats and its implications by incorporating two salient features; these features are two product attributes, i.e., physical resemblance and product quality, and two consumer utilities, i.e., consumption utility and status utility. Our equi...