Knock-offs, or copies, exist because people want to have access to some brands/value offerings that they just aren't able to afford. I'm currently working on a seminar about what it means to copy versus be competitive (this is coming soon - almost done!), and when I saw this today, I realized that there is an aspect of copying that I didn't consider. It may be a little less relevant in the online space than the physical product space, but it's worth considering....
How do the users feel when they use a product that is a knock-off?
This is an interesting study about users not feeling authentic when they buy knock-offs. It's true - in many ways, when you buy a knock-off you are technically being a poser. I'm curious how the study netted out.
Unfortunately, to learn more, you need to purchase the article. But I have linked to the Harvard Business Review Daily Stat item so you can ready the key points.
More to come!