Proposing A Method for Assessment of Brand Imitation Factors
| Autor | Seyed Babak Ebrahimi - Esmaeil Ghaderifar - Kambiz Manuchehrian - Fateme Jamali Moghadam - Abbasali Arfa |
| Cargo | Assistant Professor in Financial Engineering Department of Faculty of Industrial Engineering - PhD of Technology Management Allameh Tabataba'i Universtity, Tehran, Iran - Expert in marketing, entrepreneurship and decision science - MS.C student of industrial engineering at Karaj Azad University - Expert in innovation and technology area |
| Páginas | 167-186 |
167
AD-MINISTER
ABSTRACT
Brand imitation is an approach for new brands to be successful in the market; on the other hand, it can
be destructive for developed brands by incurring heavy financial losses. Many studies have investigated
imitation and its effective factors. The present paper studies effective factors of imitation and also ranks
them through expert judgments. We use rough numbers properties to rank the factors. In so doing, three
groups of experts, based in Iran, were asked to rank the factors that affect brand imitation. The ranking
process was implemented by Rough-TOPSIS method. Also, the authors apply Fuzzy-TOPSIS method and
findings were compared. This study recognizes important factors that affect brand imitation and rank
them according to the significance level. Results emphasize that legislation is the most important factor
that can prevent brand imitation and counterfeit. This ranking helps companies to improve specifications
in order to obtain security for their brands.
KEYWORDS
Brand imitation, Effective imitation factors, TOPSIS Rough
Proposing A Method for Assessment of Brand
Imitation Factors
Propuesta de un método para evaluar los factores de imitación de marca
SEYED BABAK EBRAHIMI
ESMAEIL GHADERIFAR
FATEME JAMALI MOGHADAM
KAMBIZ MANUCHEHRIAN
ABBASALI ARFA
JEL: M, M, O
Received: 18/01/2019
Modified: 03/04/2019
Accepted:12/05/2019
DOI: 10.17230/ad-minister.34.9
www.eafit.edu.co/ad-minister
1 Assistant Professor in Financial Engineering Department of Faculty of Industrial Engineering. He
earned his MSc from Sharif University of Technology as a top student in the field of economics. During
his undergraduate period, he was awarded as the best student in research in Industrial Engineering
Department of Iran University of Science and Technology for three consecutive years. He was also the
top young Iranian researcher in Science and Technology and was elected as the best Ph.D. graduate.
His research interests include econometrics, microeconomics, time series analysis and pricing. ORCID:
https://orcid.org/0000-0002-2678-4240. Email: b_ebrahimi@kntu.ac.ir
2 PhD of Technology Management Allameh Tabataba’i Universtity, Tehran, Iran. He also has M.B.A
degree. He is Director of Strategic Technologies Center of Vice-Presidency for Science and Technology.
He are leading lots of innovation and technology projects in Iran. Esmaeil has authored couple of
articles in national and international journals and conferences. ORCID: https://orcid.org/0000-0003-
4409-2085. Email: ghaderifar@atu.ac.ir
3 Expert in marketing,entrepreneurship anddecision science. She has studied Master of industrial
engineering focusing on fuzzy and rough MCDM methods in risk evaluation as her dissertation in
2015. She is also working on data mining and analysis as her main area of interest. Fateme has authored
couple of articles in Iranian journals and conferences . ORCID: https://orcid.org/0000-0002-6722-9809.
Email: fatemejamalimoghadam@yahoo.com
4 MS.C student of industrial engineering at Karaj Azad University. He also has M.B.A degree. Focused
on Project Management also branding is his favorite field of investigation. He is interested in fields that
are not studied completely by researchers. Brand Imitation is such a topic in brand studies that is not
clearly studied by all of its aspects. So he is interested in it. ORCID: https://orcid.org/0000-0003-1992-
2083. Email: kmanuchehrian@gmail.com
5 Expert in innovation and technology area. He is working on this area since 2001.Nowadays, He is
acting deputy of Strategic Technologies Center of Vice-Presidency for Science and Technology. He also
participated in scientific conferences and workshop as a board Abbasali has written reports and articles
in innovation national meeting and conferences. ORCID: https://orcid.org/0000-0002-6130-4871. Email:
abbasaloarfa@gmail.com
AD-minister Nº. 34 january - june 2019 pp. 167 - 186 · ISSN 1692-0279 · eISSN 2256-4322
Seyed Babak Ebrahimi · Esmaeil Ghaderifar · Fateme Jamali Moghadam
Kambiz Manuchehrian · Abbasali Arfa
Proposing A Method for Assessment of Brand Imitation Factors
168
AD-MINISTER
RESUMEN
La imitación de marca es un enfoque para que las nuevas marcas tengan éxito en el mercado; por otro lado,
puede ser destructiva para las marcas desarrolladas al incurrir en grandes pérdidas financieras. Muchos estudios
han investigado la imitación y sus factores de efectividad. El presente artículo estudia los factores de efectividad
de la imitación y también los clasifica a través de juicios de expertos. Usamos propiedades de números
aproximados para clasificar los factores. Al hacerlo, se pidió a tres grupos de expertos, radicados en Irán, que
clasificaran los factores que afectan la imitación de la marca. El proceso de clasificación fue implementado a
través del método Rough-TOPSIS. Además, los autores aplican el método Fuzzy-TOPSIS y se compararon los
resultados. Este estudio reconoce los factores importantes que afectan la imitación de marca y los clasifica
según el nivel de significación. Los resultados enfatizan que la legislación es el factor más importante que
puede prevenir la imitación de marca y la falsificación. Esta clasificación ayuda a las empresas a mejorar las
especificaciones con el fin de obtener seguridad para sus marcas.
PALABRAS CLAVE
Imitación de marca, factores de efectividad de la imitación, TOPSIS Rough
. INTRODUCTION
Brands are being made by peoples. They are the results of relationships between
Peoples who build them and the individuals who purchase them (Harris 2007).
Branding aects all aspects of a company and involves customers and employees. A
company that makes a brand shapes all the things related to the business (King and
Grace 2008). Branding is an eort to integrate all the things pertinent to a product or
service in order to make customers remember them (Walvis 2008). Brand personality
is a key factor that shows condition of a brand. Successful branding results in success
in making eligible brand personality (Keller and Richey 2006). After success in
branding the companies may face a new problem, called brand imitation. Being
similar to a leading brand can help new products to remain competitive. For example,
“if you don’t have access to your favorite drinking like Redbull, you’ll probably prefer
the drinking which name is similar to it” (van Horen and Pieters 2012).
Although imitating a brand is a technique for mimicking developed brands’
success but it makes financial losses to the leading brands in long term (Zaichkowsky
2006).This prevalent technique may imitate a brand at least in color, size, and shape
in addition to name and logo (Scott Morton and Zettelmeyer 2004). “Imitation in
similar packaging can confuse two thirds of buyers and mislead on third of them”
(Le Roux, Bobrie et al. 2016). Brand imitation can also decrease customer satisfaction
of luxury brands because copycat brands cannot often please customers for their
lack of quality. Therefore, it will mentally aect people who avoid buying imitated
brands. This process will erode people’s confidence in those brands and make
financial losses to them. Copycats, first, find the specification of a leading brand. For
this purpose, they focus on name, logo, color, size, or shape of a product. “They also
may mimic meaning or theme of a specified brand for instance, the wild cat theme
of the puma or the traditional family-produced olive oil theme of the Bertolli brand”
(Van Horen and Pieters 2013).
Para continuar leyendo
Solicita tu prueba