演讲题目：Can Copycat Brands Ever Find Tastes in Their Names? Effects of Perceptual and Conceptual Similarities on Consumers’Evaluations of Copycat Brands
　　演讲嘉宾：秦垚博士（香港城市大学）
　　时间：5月9日（周五）上午9:30-11:00
　　地点：商学院学术研讨室（文西二楼）
　　主持：黄旺明 副教授
　
　　内容简介：To ride on the strong brand equity of leading brands, copycats often choose brand names that mimic perceptual, conceptual, or both elements of leading brand names. This phenomenon becomes complex and intriguing in logographic language systems (e.g., Chinese), in which perceptual and conceptual elements of a brand name can easily interact. Yet little is known about how perceptual and conceptual similarities of a copycat interact to affect consumers’ evaluations. Four experiments demonstrate that perceptual similarity alone leads to negative evaluations of a copycat brand; however, this negative effect disappears when conceptual similarity is added. The underlying mechanism for this effect can be traced to consumers’ persuasion knowledge. Perceptual (vs. conceptual) similarity activates consumers’ persuasion knowledge about the blatant motivates of the copycat, which in turn shapes their brand evaluations. However, this effect can become less prominent when a consumer is in a happy mood because it neutralizes persuasion knowledge. These findings shed light on how different types of copycat strategies interact to affect brand evaluations and offer important implications for marketing practice.
　
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　　秦垚，女，香港城市大学博士。2003年至2007年获昆明理工大学（信息系统专业）学士学位；2007年至2010年获昆明理工大学（管理科学与工程专业）硕士学位；2010年9月至今为香港城市大学（市场营销方向）博士生。曾在香港城市大学和英属哥伦比亚大学担任研究助理。主要研究领域为消费者决策过程、消费者信息处理。