BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS. / Черенков, Виталий Иванович; Старов, Сергей Александрович; Гладких, Игорь Валентинович.
In: Вестник Санкт-Петербургского университета. Менеджмент, Vol. 19, No. 2, 2020, p. 203-226.Research output: Contribution to journal › Article
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TY - JOUR
T1 - BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS.
AU - Черенков, Виталий Иванович
AU - Старов, Сергей Александрович
AU - Гладких, Игорь Валентинович
PY - 2020
Y1 - 2020
N2 - The article presents some brand imitation issues considering the specific features of the contemporary postmodern economy where tangible items (products) are factually replaced with their simulacra (brands). The contradiction between the “spirit and letter” of the American Marketing Association Code of Ethics and the opportunities to violate its rules while branding is highlighted. It is shown that brands represented as simulacra open extensive opportunities for imitating brand leaders. A semantic ramification of terms “brand leader” and “brand imitator” in Anglophone Internet environments is represented. A typology of brand leader imitation methods with relevant examples and comments is given. The concept of “consumer confusion” is clarified and the factors determining the impact of imitated brand leaders on consumer behavior are systemized and analytically described. The legal aspects of a brand imitation strategy (proactive and reactive options) are briefly discussed. The article is supplied with relevant
AB - The article presents some brand imitation issues considering the specific features of the contemporary postmodern economy where tangible items (products) are factually replaced with their simulacra (brands). The contradiction between the “spirit and letter” of the American Marketing Association Code of Ethics and the opportunities to violate its rules while branding is highlighted. It is shown that brands represented as simulacra open extensive opportunities for imitating brand leaders. A semantic ramification of terms “brand leader” and “brand imitator” in Anglophone Internet environments is represented. A typology of brand leader imitation methods with relevant examples and comments is given. The concept of “consumer confusion” is clarified and the factors determining the impact of imitated brand leaders on consumer behavior are systemized and analytically described. The legal aspects of a brand imitation strategy (proactive and reactive options) are briefly discussed. The article is supplied with relevant
KW - brand imitator
KW - brand leader
KW - brand semantics
KW - brand semiotics
KW - consumer confusion
KW - marketing ethics
KW - postmodern economy
KW - proactive brand protection
KW - reactive brand protection
KW - simulacrum market
KW - бренд-имитатор
KW - бренд-лидер
KW - заблуждение потребителя
KW - проактивная защита брендов
KW - реактивная защита брендов
KW - семантика брендов
KW - семиотика брендов
KW - экономика Постмодерна
KW - этика маркетинга
KW - brand imitator
KW - brand leader
KW - brand semantics
KW - brand semiotics
KW - consumer confusion
KW - marketing ethics
KW - postmodern economy
KW - proactive brand protection
KW - reactive brand protection
KW - simulacrum market
KW - бренд-имитатор
KW - бренд-лидер
KW - заблуждение потребителя
KW - проактивная защита брендов
KW - реактивная защита брендов
KW - семантика брендов
KW - семиотика брендов
KW - экономика Постмодерна
KW - этика маркетинга
M3 - Article
VL - 19
SP - 203
EP - 226
JO - ВЕСТНИК САНКТ-ПЕТЕРБУРГСКОГО УНИВЕРСИТЕТА. МЕНЕДЖМЕНТ
JF - ВЕСТНИК САНКТ-ПЕТЕРБУРГСКОГО УНИВЕРСИТЕТА. МЕНЕДЖМЕНТ
SN - 1605-7953
IS - 2
ER -
ID: 78399413