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BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS. / Черенков, Виталий Иванович; Старов, Сергей Александрович; Гладких, Игорь Валентинович.

в: Вестник Санкт-Петербургского университета. Менеджмент, Том 19, № 2, 2020, стр. 203-226.

Результаты исследований: Научные публикации в периодических изданияхстатья

Harvard

Черенков, ВИ, Старов, СА & Гладких, ИВ 2020, 'BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS.', Вестник Санкт-Петербургского университета. Менеджмент, Том. 19, № 2, стр. 203-226. <http://elibrary.ru/item.asp?id=43849449>

APA

Черенков, В. И., Старов, С. А., & Гладких, И. В. (2020). BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS. Вестник Санкт-Петербургского университета. Менеджмент, 19(2), 203-226. http://elibrary.ru/item.asp?id=43849449

Vancouver

Черенков ВИ, Старов СА, Гладких ИВ. BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS. Вестник Санкт-Петербургского университета. Менеджмент. 2020;19(2):203-226.

Author

BibTeX

@article{03c027ca861a4e1d93868f3835e3a54d,
title = "BRAND IMITATION IN THE MODERN SIMULACRUM MARKET VERSUS MARKETING ETHICS.",
abstract = "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",
keywords = "brand imitator, brand leader, brand semantics, brand semiotics, consumer confusion, marketing ethics, postmodern economy, proactive brand protection, reactive brand protection, simulacrum market, бренд-имитатор, бренд-лидер, заблуждение потребителя, проактивная защита брендов, реактивная защита брендов, семантика брендов, семиотика брендов, экономика Постмодерна, этика маркетинга, brand imitator, brand leader, brand semantics, brand semiotics, consumer confusion, marketing ethics, postmodern economy, proactive brand protection, reactive brand protection, simulacrum market, бренд-имитатор, бренд-лидер, заблуждение потребителя, проактивная защита брендов, реактивная защита брендов, семантика брендов, семиотика брендов, экономика Постмодерна, этика маркетинга",
author = "Черенков, {Виталий Иванович} and Старов, {Сергей Александрович} and Гладких, {Игорь Валентинович}",
year = "2020",
language = "English",
volume = "19",
pages = "203--226",
journal = " ВЕСТНИК САНКТ-ПЕТЕРБУРГСКОГО УНИВЕРСИТЕТА. МЕНЕДЖМЕНТ",
issn = "1605-7953",
publisher = "Издательство Санкт-Петербургского университета",
number = "2",

}

RIS

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