品牌模仿係指廠商將其產品包裝外觀設計、製作得與領導品牌相似。由於相似的產品包裝外觀，消費者可能會認為模仿品牌的產品屬性，利益和功效是與領導品牌相似的，此情況即稱為消費者品牌混淆。本研究主要探討品牌模仿和價格之主效果和交互效果對依變數—消費者品牌混淆、品牌評價，以及購買意願的影響。具體而言，本研究之實驗設計為2 (包裝相似性：高vs.低) x 3 (價格：未揭露、微低vs.較低)，以操弄洋芋片包裝與價格進行實驗。
本研究結果顯示，品牌模仿和價格具有主效果與交互效果，影響消費者品牌混淆與品牌評價。意即，消費者對於模仿品牌有較高的品牌混淆與品牌評價，此外，消費者對於價格微低於領導品牌的模仿品牌也產生較高的品牌混淆與品牌評價，因此，假設H1, H2, H3, H4獲得支持。另外，由線性結構模式之路徑分析顯示，品牌混淆與品牌評價之關係顯著，即消費者對模仿品牌的品牌混淆越高，品牌評價越高，假設H5獲得支持。而且，品牌評價與購買意願之關係亦顯著，即消費者對模仿品牌的評價越高，購買意願越高，假設H6獲得支持。然而，品牌混淆與購買意願之關係不顯著，假設H7未獲支持。探究原因，回顧品牌混淆之定義，係指消費者對於模仿品牌產生不精確之評價。據此，品牌混淆透過品牌評估，間接地影響消費者之購買意願，而無顯著之直接效果。

Brand imitation refers to the market follower makes its product package looks like the leading brand’s product package. Because of the similar package, consumers may think that the attributes, benefits, and performance of the imitating brand are similar to that of the leading brand; this situation is called consumer brand confusion. This study investigates how brand imitation and price influence consumer brand confusion, consumers’ brand evaluation, and consumers’ purchase intention toward the imitating brand. Specifically, package similarity and price are manipulated. The former is designed as high and low similar to the leading brand; the latter is designed as competitive (lower than the leading brand’s price) and differentiated (much lower than the leading brand’s price). The two are manipulated to see their interactive influence on consumer brand confusion, brand evaluation, and purchase intention. Furthermore, the casual relationship between brand confusion and brand evaluation are assumed. In addition, brand confusion and brand evaluation are hypothesized to affect purchase intention of the imitating brand.
Generally, the results support the hypotheses and demonstrate that brand imitation and price interactively influence consumer brand confusion, brand evaluation, and purchase intention. Specifically, H1, H2, H3, H4, H5, H6 are supported. However, the relationship between consumer brand confusion and purchase intention is not significant, thus H7 is not supported. Retrospect to the definition of brand confusion, which refers to consumers’ inaccurate evaluation of the imitating brand. Accordingly, consumer brand confusion has indirect effect on purchase intention through brand evaluation.

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