The Impact of Brand Imitation on Consumer Preferences: A Case Study of Luxury Goods

In the fashion and luxury goods market, the phenomenon of brand imitation is becoming increasingly common, which has attracted widespread attention to its impact on consumer preferences. This study, set against the backdrop of luxury brands, explores the impact of brand imitation on consumer preferences, particularly how different types of brand imitation behaviors influence consumers' purchasing decisions and brand evaluation. The study employs a questionnaire survey method combined with quantitative analysis tools to ensure the scientific nature and reliability of the research results. Through regression analysis, mediation effect analysis, and moderation effect analysis, it is demonstrated that brand imitation has a significant negative impact on consumer decision-making. Perceived similarity plays a significant mediating role between brand imitation and brand evaluation, and consumer cognitive needs play a significant moderating role between brand imitation and consumer decision-making. This study provides important theoretical and practical guidance for brand managers. It is recommended that brands consider consumer cognitive characteristics and brand ethical issues comprehensively when formulating imitation strategies to achieve a balance between market benefits and brand image.