Antecedents of similarity perception for store-branded lookalikes

Purpose This paper aims to identify the key antecedences contributing consumer similarity perception toward store branded lookalikes (SBLs), testing to what extent each of the antecedences influences the overall similarity perception. Design/methodology/approach Two empirical studies were conducted. Study 1 was an online experiment to test the relative importance of packaging features on similarity judgment of SBLs. Study 2 examined the impacts...