... PLs and NBs. However, intrinsic cues are found to have a stronger positive effect on perceived product healthiness than extrinsic ones. Originality/value The study offers theoretical implications regarding perceptions of different brands and branding strategies, suggesting a maturation of PLs...

... in making judgments and perceptions of product quality vis-à-vis intrinsic cues. Brand imitation is a successful marketing strategy based on the utilization of similar cues (package, design, and brand name) to enhance the acceptance of a brand by consumers. Imitation strategy, commonly used by PLBs...