Experience copycats: the Compostela case

Abstract

Purpose

The purpose of this paper is to investigate the phenomenon of experience copycats. Despite being a growing problem for organisations selling extraordinary experiences, it remains a largely under-researched field of study. By analysing consumers’ sense of the extraordinary brand experience copycats in which they have participated, it becomes possible to detect the meanings they ascribe to imitations of experiential features as opposed to experiential themes.

Design/methodology/approach

The paper is based on the ethnographic study of a group of individuals who spent 12 days on a Québec copycat of the Way to Compostela. The methods include participant observation, photos, non-directive interviews, semi-directive interviews and introspection.

Findings

The paper’s main contribution is to demonstrate that participants in extraordinary experience copycats do not ascribe meanings to them based solely on their own personal feelings. Instead, their appraisals tend to be intersubjective, with each individual judgment being influenced by other participants’ opinions. This explains why copycat experiences can, for instance, be valued very positively at a thematic level even as consumers’ individual appraisals might hightlight negative differences in terms of features.

Practical implications

The battle against experience copycats does not, on the face of things, seem very useful insofar as consumers attribute copycats a meaning that complements the way in which they view original brands. Consumers tend to neither conflate nor contrast the two but instead consider them complementary. The end result is that original brands should seek more to cohabit with these copycats than to treat them aggressively, even as they develop a defensive posture to avoid excessive value slippage.

Social implications

The study demonstrates that the battle against experience copycats becomes more difficult once participants who appreciate and defend the imitation have developed a sense of community

Originality/value

This paper focuses on copycats, a topic where very little research exists. It seeks to transcend customary economic and socio-psychological approaches by examining deliberate lookalike uses and experiences via the ethnographic method.

Citation

Cova, V. and Cova, B. (2019), "Experience copycats: the Compostela case", Journal of Product & Brand Management, Vol. 28 No. 6, pp. 720-732. https://doi.org/10.1108/JPBM-06-2018-1915