An Empirical Research on Influence Factors and Action Mechanism of Undergraduates' Evaluation of Brand Imitations

Based on literature review and undergraduates interviews, the author built the model of influence factors and evaluation mechanism of consumers' evaluation of the brand imitations. The study found that many factors differently influenced the evaluation results. Among them, the price sensitivity and store image played a significant positive impact;on the contrary, product involvement, brand sensitivity and brand loyalty played a significant negative impact, while product familiarity and similarity were not associated with the evaluation results.