The moderating impact of perceived globalness on consumers' purchase intentions for copycats: The pleasure of hurting global brands

摘要

Copycats or "me-too" brands imitate prominent features of market leaders with the intention to benefit from consumers' positive associations of the imitated brand. However, the imitated market leader can be perceived as being local (=in-group) or global (=out-group). Employing social identity theory, Study 1 examined the interaction between copycat strategy and perceived globalness of the brand, showing that consumers have higher purchase intentions for global copycats versus a local counterpart. Study 2 shows that the interacting effect of copycat strategy and perceived globalness is moderated by consumer ethnocentrism. Further, authors demonstrate that a global copycat elicit greater schadenfreude (vs. local brand), which in turn increases consumers' purchase intentions. Subsequent mediation analysis shows that ethnocentric consumers experience schadenfreude upon encountering copycats of global brands, which in turn increases purchase intention, whereas low ethnocentric consumers show higher purchase intentions for local differentiated brands because they deem a copycat strategy as unacceptable. Finally, Study 3 examines whether the results from Studies 1 and 2 continue to hold for theme copycats.