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Start Over Author "Gao, Sarah Yini" Topic advertising, marketing and public relations
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1. Entry of copycats of luxury brands

Author

Gao, Sarah Yini, Lim, Wei Shi, and Tang, Christopher S.

Subjects
Brand equity -- Evaluation, Brand name products -- Evaluation -- Models, Advertising, marketing and public relations, Business
Abstract

Abstract. We develop a game-theoretic model to examine the entry of copycats and its implications by incorporating two salient features; these features are two product attributes, i.e., physical resemblance and [...]

Published
2017
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