The effect of copycat on perceived similarity with moderating of consumer mindset and brand loyalty

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Masoumi jahangirloo Rahman; KHODADAD HOSSEINI SEYED HAMID; Hemati Nezhad MehrAli

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Journal: Management Research in Iran Year:2019 | Volume:23 | Issue:1 Page(s): 1-24

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Information Journal Paper

Title

The effect of copycat on perceived similarity with moderating of consumer mindset and brand loyalty

Author(s)

Masoumi jahangirloo Rahman | KHODADAD HOSSEINI SEYED HAMID | Hemati Nezhad MehrAli | Issue Writer Certificate

Keywords

brand loyaltyQ1

consumer mindsetQ1

copycatQ1

perceived similarityQ2

Abstract

Diagnosis mistakes in selecting a original brand with a counterfeit and imitation brand can affect consumer financial losses and affect consumer loyalty. However, This study aimed to investigate the role of copycat strategy on the perceived similarity with moderator consumer mindset and brand loyalty was performed. And the goal is to increase consumer awareness of original brand and imitation brand. The study population includes buyers of Clear shampoo in pharmacies and Moghaneh Doogh(yogurt drink) in Parsaabad Moghan stores. Because of the Unlimited community is used Cochran, and the sample number is 384. For data analysis used software SPSS 22 and Smart PLS. And using with Partial Least Squares, Relations of variables and model Been investigated. Results show that in hypotheses the observed correlation is significant. In the first main hypothesis, copycat strategy have positive impact on perceived similarity. In the second main hypothesis, consumer mindset moderate Relation between copycat strategy and perceived similarity. In the third main hypothesis, brand loyalty, moderate relation between copycat strategies and perceived similarity.

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APA: Copy

Masoumi jahangirloo, Rahman, KHODADAD HOSSEINI, SEYED HAMID, & Hemati Nezhad, MehrAli. (2019). The effect of copycat on perceived similarity with moderating of consumer mindset and brand loyalty. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 23(1 ), 1-24. SID. https://sid.ir/paper/406868/en

Vancouver: Copy

Masoumi jahangirloo Rahman, KHODADAD HOSSEINI SEYED HAMID, Hemati Nezhad MehrAli. The effect of copycat on perceived similarity with moderating of consumer mindset and brand loyalty. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2019;23(1 ):1-24. Available from: https://sid.ir/paper/406868/en

IEEE: Copy

Rahman Masoumi jahangirloo, SEYED HAMID KHODADAD HOSSEINI, and MehrAli Hemati Nezhad, “The effect of copycat on perceived similarity with moderating of consumer mindset and brand loyalty,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 23, no. 1 , pp. 1–24, 2019, [Online]. Available: https://sid.ir/paper/406868/en

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