...Ezgi Oguz; Jamie Marsden Purpose The literature on copycat packaging has developed intermittently over a 30-year period, resulting in a divergent and fragmented body of knowledge. This paper aims to synthesise the extant literature to highlight the main developments in the marketing, legal...

...Veronique Cova; Bernard Cova Purpose The purpose of this paper is to investigate the phenomenon of experience copycats. Despite being a growing problem for organisations selling extraordinary experiences, it remains a largely under-researched field of study. By analysing consumers’ sense...

...Rita Coelho do Vale; Pedro Verga Matos Purpose – This paper aims to analyze the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent the adoption of this type of packaging increases the likelihood of purchase of private labels (PLs). Design...

... 2007 --> CPG (Consumer Package Goods) manufacturers Private label (own brand) Premium store brands Secondary brands Velocity (shelf space turnover) Copycat In the 1970s when I had an opportunity to attend meetings with the “private label task force” of a major supermarket I worked...