Oguz, E. orcid.org/0000-0002-9980-7757 and Marsden, J. orcid.org/0000-0002-4407-3389 (2024) Understanding copycat packaging: A systematic review and research directions. Journal of Product and Brand Management, 33 (8). pp. 986-999. ISSN 1061-0421
Abstract
Purpose
The literature on copycat packaging has developed intermittently over a 30-year period, resulting in a divergent and fragmented body of knowledge. This paper aims to synthesise the extant literature to highlight the main developments in the marketing, legal and design fields and, in doing so, contributes to a holistic understanding of the research area and suggests directions for future research.
Design/methodology/approach
A systematic literature search retrieved 5,862 articles, and after filtering against explicit criteria, 49 studies were reviewed. These articles were subsequently evaluated and interpreted, producing a synthesis of current research.
Findings
The constructs of copycat packaging, including similarity-related concepts, consequences of copycat packaging and mitigating approaches, have been reported across three disciplines of marketing, legal and design, each having its own distinct focus but nonetheless sharing overlapping themes.
Research limitations/implications
This review discusses future directions and proposes a framework of research themes relating to brand enhancement for online purchasing, measurement of brand confusion, reinforcing design features and approaches to mitigating copycat practices.
Originality/value
To the best of the authors’ knowledge, this study is the first systematic review of the literature on copycat packaging. It brings together the latest thinking on copycat packaging and identifies distinct research issues to be addressed in future studies.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | Copyright © 2024, Emerald Publishing Limited. This author accepted manuscript is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher. |
Keywords: | Copycat, Packaging, Package similarity, Systematic literature review |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 21 Aug 2024 09:56 |
Last Modified: | 24 Jan 2025 11:16 |
Status: | Published |
Publisher: | Emerald |
Identification Number: | 10.1108/JPBM-11-2022-4207 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:216299 |