Research Output per year
Seongun Jeon is a Ph.D. candidate at the Marketing Department of the Vrije Universiteit Amsterdam. He holds a Research Master’s degree in Marketing from Tilburg University (2019), a Master’s degree in Marketing from Seoul National University (2017), and a Bachelor's degree in Business Administration from Hanyang University (2015).
Much uncertainty still exists about how copycats, brands that mimic brand leaders to take advantage of the latter's equity, should be designed and marketed. Against the general idea that similarity uniformly increases liking, research shows that moderate similarity copycats are in fact most positively evaluated by consumers. However, the underpinning mechanism and research methods that can systematically assess the effect have yet to be determined. In addition, consumer characteristics, such as self-construal (IND/INT), can also explain heterogeneity in their liking of copycats. His research aims to advance our understanding of imitation strategies by addressing those issues.
Nudge: Influencing Behavior (B.Sc. level)
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Research output: Contribution to Journal › Article › Academic › peer-review