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National brand responses to brand imitation: retailers versus other manufacturers

Colleen Collins‐Dodd (Assistant Professor of Marketing, Faculty of Business Administration, Simon Fraser University, Burnaby, British Columbia, Canada)
Judith Lynne Zaichkowsky (Professor of Marketing, Faculty of Business Administration, Simon Fraser University, Burnaby, British Columbia, Canada)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 April 1999

4000

Abstract

Data from national brand manufacturers suggest they are more willing to take legal action against other independent manufacturers than against retailers when they think their trademark brands have been infringed. Imitation by other independent manufacturers prompts national brands to be more likely to improve their products than imitation by retailers. Those manufacturers who have taken legal action against imitating retailers are less fearful of possible retaliation tactics, such as delisting, or losing shelf space in the retail environment.

Keywords

Citation

Collins‐Dodd, C. and Lynne Zaichkowsky, J. (1999), "National brand responses to brand imitation: retailers versus other manufacturers", Journal of Product & Brand Management, Vol. 8 No. 2, pp. 96-105. https://doi.org/10.1108/10610429910266940

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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