title: Brand imitation in the modern simulacrum market versus marketing ethics
metadata.name: dc.contributor.author
metadata.value: Cherenkov, Vitaly I.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Starov, Sergei A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Gladkikh, Igor V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-03-04T10:21:54Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-03-04T10:21:54Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2020-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Cherenkov V. I., Starov S. A., Gladkikh I. V. 2020. Brand imitation in the modern simulacrum market versus marketing ethics. Vestnik of Saint Petersburg University. Management 19 (2): 203–226.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2020.204
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/25157
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article presents some brand imitation issues considering the specific features of the
  contemporary postmodern economy where tangible items (products) are factually replaced
  with their simulacra (brands). The contradiction between the “spirit and letter” of the
  American Marketing Association Code of Ethics and the opportunities to violate its rules
  while branding is highlighted. It is shown that brands represented as simulacra open extensive
  opportunities for imitating brand leaders. A semantic ramification of terms “brand leader”
  and “brand imitator” in Anglophone Internet environments is represented. A typology of
  brand leader imitation methods with relevant examples and comments is given. The concept
  of “consumer confusion” is clarified and the factors determining the impact of imitated brand
  leaders on consumer behavior are systemized and analytically described. The legal aspects of
  a brand imitation strategy (proactive and reactive options) are briefly discussed. The article is
  supplied with relevant tables and pics.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 19; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand imitator
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand leader
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand semantics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand semiotics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer confusion
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing ethics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: postmodern economy
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: proactive brand protection
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: reactive brand protection
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: simulacrum market
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Brand imitation in the modern simulacrum market versus marketing ethics
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 203-226.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/25157/1/203-226.pdf
resources.format: Adobe PDF
resources.size: 2,26 MB