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Combating Copycatting in the Luxury Market with Fighter Brands

  • Feb 4, 2021
Combating Copycatting in the Luxury Market with Fighter Brands

Ivey's Hubert Pun, and team, examine the impact of using a fighter brand to combat copycatting in the luxury goods industry. They use copycat products with high resemblance to the luxury brand’s original product. Check out their findings here

Hou, P.;Zhen, Z., Pun, H., 2020, Combating Copycatting in the Luxury Market with Fighter Brands, Transportation Research Part E: Logistics and Transportation Review, August, 140. Article 102009