Sukoco, Badri Munir and Zakina, Aila (2014) Dampak Jenis Imitasi dan Negara Asal Imitator pada Sikap Konsumen terhadap Merk Original. Jurnal Manajemen Usahawan Indonesia, 43 (3). pp. 196-211. ISSN 0302-9859

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Abstract

This paper aims to assess the impact of imitation feature or theme on consumer attitudes toward the brand original. Many copycat brands imitate some features or themes used by leading (original) brands to entice consumers. Previous studies indicate that the use of feature or theme imitation contribute to the success of copycat brands, while the effects on original brands few have been discussed. This study further discusses whether different country-of-origins generate different effects on original brand. Based on spill-over concept, this study designs an experiment to test the impact of being imitated by copycat brand on original brand. Experimental study was conducted with the participation of 120 graduate students of Faculty of Economics and Business, University of Airlangga, Surabaya. The results indicate that being imitated by copycat brand reduce consumers’ level of attitude toward the original brand. Consumers tend to associate the brand with the brand original copycat. The positive reputation of the original brand was eclipsed by copycat brands. Further results indicate that feature imitation has a greater negative impact on consumers’ attitude toward the original brand than theme imitation. Theme imitation is not exclusively being associated with the original brand. Features imitation done by imitating the features that have been used by the original brand prominently, so that consumers experience psychological reactance. In contrast to our prediction, copycat brands originate in developed country engender greater negative impact compare to developing country. This occurs, presumably, because the consumer perception that developed countries are able to do creative imitation, imitation is done so relatively difficult to identify by consumers and cause them to doubt the authenticity and quality of the original brand. This finding is in contrast to some previous studies that the negative impact of imitation is done by developed countries is not as severe when compared imitation made by the brand from developing countries.

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