IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v205y2018icp139-155.html
   My bibliography  Save this article

Brand imitation: A dynamic-game approach

Author

Listed:
  • Crettez, Bertrand
  • Hayek, Naila
  • Zaccour, Georges

Abstract

Brand imitation is a common practice that can take different forms, i.e., legal copying, as in the case of clones and knockoffs, or illegal, in the case of counterfeiting. We consider a scenario in which a producer enters the market with a “similar” product to the incumbent's and we assess the impact of this entry on the incumbent's strategies. A distinctive feature of our model is that it allows for brand dilution, which means that the original brand suffers due to imitation, and for brand enhancement, when the availability of the imitation product actually promotes the original brand.

Suggested Citation

  • Crettez, Bertrand & Hayek, Naila & Zaccour, Georges, 2018. "Brand imitation: A dynamic-game approach," International Journal of Production Economics, Elsevier, vol. 205(C), pages 139-155.
    • Handle: RePEc:eee:proeco:v:205:y:2018:i:c:p:139-155
    DOI: 10.1016/j.ijpe.2018.09.010
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0925527318303803
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijpe.2018.09.010?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Milgrom, Paul & Roberts, John, 1982. "Limit Pricing and Entry under Incomplete Information: An Equilibrium Analysis," Econometrica, Econometric Society, vol. 50(2), pages 443-459, March.
    2. Benchekroun, Hassan & Martín-Herrán, Guiomar & Taboubi, Sihem, 2009. "Could myopic pricing be a strategic choice in marketing channels? A game theoretic analysis," Journal of Economic Dynamics and Control, Elsevier, vol. 33(9), pages 1699-1718, September.
    3. Banerjee, Dyuti S., 2003. "Software piracy: a strategic analysis and policy instruments," International Journal of Industrial Organization, Elsevier, vol. 21(1), pages 97-127, January.
    4. Jie Zhang & L. Hong & Rachel Zhang, 2012. "Fighting strategies in a market with counterfeits," Annals of Operations Research, Springer, vol. 192(1), pages 49-66, January.
    5. Fiona Scott Morton & Florian Zettelmeyer, 2004. "The Strategic Positioning of Store Brands in Retailer--Manufacturer Negotiations," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 161-194, March.
    6. Alain Haurie & Jacek B Krawczyk & Georges Zaccour, 2012. "Games and Dynamic Games," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 8442, February.
    7. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    8. Yi Qian, 2014. "Counterfeiters: Foes or Friends? How Counterfeits Affect Sales by Product Quality Tier," Management Science, INFORMS, vol. 60(10), pages 2381-2400, October.
    9. Martín-Herrán, Guiomar & Taboubi, Sihem & Zaccour, Georges, 2012. "Dual role of price and myopia in a marketing channel," European Journal of Operational Research, Elsevier, vol. 219(2), pages 284-295.
    10. Narasimhan, Chakravarthi & Wilcox, Ronald T, 1998. "Private Labels and the Channel Relationship: A Cross-Category Analysis," The Journal of Business, University of Chicago Press, vol. 71(4), pages 573-600, October.
    11. Yi Qian, 2012. "Brand Management and Strategies Against Counterfeits," NBER Working Papers 17849, National Bureau of Economic Research, Inc.
    12. Banerjee, Dyuti, 2013. "Effect of piracy on innovation in the presence of network externalities," Economic Modelling, Elsevier, vol. 33(C), pages 526-532.
    13. Cordell, Victor V. & Wongtada, Nittaya & Kieschnick, Robert Jr., 1996. "Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants," Journal of Business Research, Elsevier, vol. 35(1), pages 41-53, January.
    14. Wilke, Ricky & Zaichkowsky, Judith Lynne, 1999. "Brand imitation and its effects on innovation, competition, and brand equity," Business Horizons, Elsevier, vol. 42(6), pages 9-18.
    15. Le Roux, André & Bobrie, François & Thébault, Marinette, 2016. "A typology of brand counterfeiting and imitation based on a semiotic approach," Journal of Business Research, Elsevier, vol. 69(1), pages 349-356.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Adriana Grigorescu & Amalia-Elena Ion, 2022. "Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3150-3171, December.
    2. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.
    3. Sun, Xiaojie & Tang, Wansheng & Chen, Jing & Zhang, Jianxiong, 2020. "Optimal investment strategy of a free-floating sharing platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 138(C).
    4. Bian, Junsong & Zhang, Guoqing & Zhou, Guanghui, 2023. "The strategic impact of vertical integration on non-deceptive counterfeiting," International Journal of Production Economics, Elsevier, vol. 260(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nikolaus Thumm & Vincenzo Butticè & Federico Caviggioli & Chiara Franzoni & Giuseppe, Scellato, 2018. "Impact of counterfeiting on the performance of digital technology companies," JRC Working Papers on Digital Economy 2018-03, Joint Research Centre.
    2. Yao, Fanjun & Parilina, Elena & Zaccour, Georges & Gao, Hongwei, 2022. "Accounting for consumers’ environmental concern in supply chain contracts," European Journal of Operational Research, Elsevier, vol. 301(3), pages 987-1006.
    3. Marta Biancardi & Andrea Di Liddo & Giovanni Villani, 2022. "How do Fines and Their Enforcement on Counterfeit Products Affect Social Welfare?," Computational Economics, Springer;Society for Computational Economics, vol. 60(4), pages 1547-1573, December.
    4. Zhang, Jie & Zhang, Rachel Q., 2015. "Supply chain structure in a market with deceptive counterfeits," European Journal of Operational Research, Elsevier, vol. 240(1), pages 84-97.
    5. Katarzyna Kańska & Agnieszka Wiszniewska-Matyszkiel, 2022. "Dynamic Stackelberg duopoly with sticky prices and a myopic follower," Operational Research, Springer, vol. 22(4), pages 4221-4252, September.
    6. Alberto Pastore, 2014. "No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 81-102.
    7. Marta Biancardi & Andrea Liddo & Giovanni Villani, 2020. "Fines Imposed on Counterfeiters and Pocketed by the Genuine Firm. A Differential Game Approach," Dynamic Games and Applications, Springer, vol. 10(1), pages 58-78, March.
    8. Yuanzhu Lu & Sougata Poddar, 2015. "Strategic Choice of Network Externality," Working Papers 2015-03, Auckland University of Technology, Department of Economics.
    9. Florence Kremer & Viot Catherine & André Le Roux & Ingrid Poncin, 2008. "Les consommateurs face à la contrefaçon : une comparaison entre Belges et Français," Post-Print halshs-02530488, HAL.
    10. Catherine Viot & André Le Roux & Florence Kremer, 2014. "Attitude towards the purchase of counterfeits: Antecedents and effect on intention to purchase," Post-Print halshs-02530136, HAL.
    11. Arvind Shroff & Bhavin J. Shah & Hasmukh Gajjar, 2021. "Shelf space allocation game with private brands: a profit-sharing perspective," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(2), pages 116-133, April.
    12. Giovanni Mattia, 2013. "Motivazioni e comportamenti nei confronti della contraffazione non-deceptive: un?indagine esplorativa sui giovani acquirenti," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 83-103.
    13. Wagner, Laura & Gürbüz, Mustafa Ҫagri & Parlar, Mahmut, 2019. "Is it fake? Using potentially low quality suppliers as back-up when genuine suppliers are unavailable," International Journal of Production Economics, Elsevier, vol. 213(C), pages 185-200.
    14. Bian, Junsong & Zhang, Guoqing & Zhou, Guanghui, 2023. "The strategic impact of vertical integration on non-deceptive counterfeiting," International Journal of Production Economics, Elsevier, vol. 260(C).
    15. Jin, Yannan & Wu, Xiaole & Hu, Qiying, 2017. "Interaction between channel strategy and store brand decisions," European Journal of Operational Research, Elsevier, vol. 256(3), pages 911-923.
    16. Mukherjee, Arka & Carvalho, Margarida & Zaccour, Georges, 2023. "Managing quality and pricing during a product recall: An analysis of pre-crisis, crisis and post-crisis regimes," European Journal of Operational Research, Elsevier, vol. 307(1), pages 406-420.
    17. Cui, Qinquan & Chiu, Chun-Hung & Dai, Xin & Li, Zhongfei, 2016. "Store brand introduction in a two-echelon logistics system with a risk-averse retailer," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 90(C), pages 69-89.
    18. Song, Lei & Meng, Yan & Chang, Hua & Li, Wenjing & Tan (Frank), Kang, 2021. "How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 130(C), pages 1-13.
    19. Choi, Sungchul & Fredj, Karima, 2013. "Price competition and store competition: Store brands vs. national brand," European Journal of Operational Research, Elsevier, vol. 225(1), pages 166-178.
    20. Amrouche, Nawel & Yan, Ruiliang, 2012. "Implementing online store for national brand competing against private label," Journal of Business Research, Elsevier, vol. 65(3), pages 325-332.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:proeco:v:205:y:2018:i:c:p:139-155. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/ijpe .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.