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Mrs Kate Jones

Research project: The psychological processes underpinning consumer evaluation of imitation brands

Abstract

Imitation of popular brands is not a new phenomenon, but look around you. Are the brands you're buying truly original or are they just paying homage to something else? Are you aware of what you are buying, do you even care or is it a deliberate strategy...after all, everyone loves a bit of 'Primarni', right?

  • Research degree: PhD
  • Title of project: The psychological processes underpinning consumer evaluation of imitation brands
  • Research supervisor: Dr Chris Hand
  • Other research supervisor: Dr Fatima Annan-Diab

Biography

I entered academia following a 20+ year career in brands and marketing working for global corporates both client-side as a marketer and also as a consultant in branding, strategy and innovation.

Areas of research interest

  • Consumer psychology
  • Brands
  • Retail

Qualifications

  • MRes Kingston Business School
  • PGDip Marketing
  • BSc (Hons) Food Science (Leeds)
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