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Keywords: Creativity theory
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Journal Articles
Brand imitation strategy, package design and consumer response: what does it take to make a difference?
Available to Purchase
Journal of Product & Brand Management (2022) 31 (2): 177–188.
Published: 04 June 2021
... with caution. Originality/value A conceptual continuum of brand imitation is proposed, incorporating visual semiotics, creativity theory and gender differences in cognitive styles to provide a more systematic method for delineating brand imitation levels. © Emerald Publishing Limited 2021 Emerald...
