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Keywords: Democratization
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Journal Articles
Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference
Available to Purchase
Journal of Product & Brand Management (2017) 26 (5): 516–527.
Published: 21 August 2017
... equity Luxury branding Democratization Brand preference Copycats Dilution Trend imitation Almost immediately after a product or service reaches the market similar offerings are available to consumers. In the retail sector, and particularly within the apparel and accessories industry, firms...
