Abstract
Trademark infringement is a big problem for international brands in Asia, especially among the three Chinese societies - the PRC, Taiwan, and Hong Kong. An exploratory study of the perceptions and attitudes of these consumers regarding their acceptability and willingness to purchase brands which imitate the look of multinational brands was carried out. The results showed the Hong Kong Chinese to be more aware and loyal to multinational brands. The PRC nationals and Taiwanese generally had low awareness of which brands were originals and which were imitators. All respondents thought the manufacture of imitator brands to be unethical, but not the purchase of such brands. The major predictor of choosing an imitator brand was the respondent’s ability to identify the original brand. The results from this study suggest marketers should educate their new consumers that they are the ‘original’ brand or ‘market leader’ in their product category.
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