تأثير أوجه التشابه الإدراكية و المفاهيمية على سلوك المستهلكين تجاه العلامة التجارية المقلدة : دراسة تجريبية على عينة من المستهلكين الجزائريين

الملخص EN

The study aimed to understand how the interaction between the perceptual and conceptual similarities of the Imitation brand influenced the Algerian consumers' evaluations based on the mediation variables of convictions and uncertainty consumers.

We conducted an experiment on 119 students from Adrar university according to a visualization scenario that simulates reality.

We relied on a questionnaire as a tool for data collection.

It was analyses by modelling structural equations in micro-squares (PLS-SEM).

The results demonstrate that cognitive similarity alone leads to negative conviction to consumers and consequently negative evaluations of brand names.

However, this effect can become more positive when adding conceptual similarity because it reduces negative conviction.

Also, when the consumer is in a low contextual setting of uncertainty because it Creates a more positive conviction of the copycat brand sign.