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...ctly affected by thesincrease or decrease of the sales of the copycat, copycatting practicesscan still indirectly be detrimental to the leader brand through trademarksdilution (Morrin & Jacoby, 2000; =-=Morrin, Lee, & Allenby, 2006-=-).sTrademark dilution harms the leader brand by decreasing its capacitysto distinguish, thereby corroding brand equity. As one of our lawyerssin the pilot study put it: “Lookalikes carry your home awa...