Proposing A Method for Assessment of Brand Imitation Factors

Brand imitation is an approach for new brands to be successful in the market; on the other hand, it can be destructive for developed brands by incurring heavy financial losses. Many studies have investigated imitation and its effective factors. The present paper studies effective factors of imitatio...

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Autores:
Seyed Babak Ebrahimi
Esmaeil Ghaderifar
Kambiz Manuchehrian
Fateme Jamali Moghadam
Abbasali Arfa
Tipo de recurso:
Fecha de publicación:
2019
Institución:
Universidad EAFIT
Repositorio:
Repositorio EAFIT
Idioma:
eng
OAI Identifier:
oai:repository.eafit.edu.co:10784/13936
Acceso en línea:
http://hdl.handle.net/10784/13936
Palabra clave:
Brand imitation
Effective imitation factors
TOPSIS Rough
imitación de marca
factores de efectividad de la imitación
TOPSIS Rough
Rights
License
Acceso abierto
Description
Summary:Brand imitation is an approach for new brands to be successful in the market; on the other hand, it can be destructive for developed brands by incurring heavy financial losses. Many studies have investigated imitation and its effective factors. The present paper studies effective factors of imitation and also ranks them through expert judgments. We use rough numbers properties to rank the factors. In so doing, three groups of experts, based in Iran, were asked to rank the factors that affect brand imitation. The ranking process was implemented by Rough-TOPSIS method. Also, the authors apply Fuzzy-TOPSIS method and findings were compared. This study recognizes important factors that affect brand imitation and rank them according to the significance level. Results emphasize that legislation is the most important factor that can prevent brand imitation and counterfeit. This ranking helps companies to improve specifications in order to obtain security for their brands.