Data for: When Influencers Promote Dupes: Effects of Influencer-Endorsed Lookalikes on Perceptions of the Original Brand
Description
This dataset contains the survey instrument, aggregated response analytics, and raw response spreadsheet (N=70) for the empirical study When Influencers Promote Dupes: Effects of Influencer-Endorsed Lookalikes on Perceptions of the Original Brand. The research examines how influencer endorsements of luxury lookalikes (specifically comparing the Coach Tabby bag with an affordable dupe) impact original brand perception. File Inventory: Social Media & Fashion Perceptions answers.pdf: Full survey questionnaire instrument, including the mock influencer post stimulus. Social Media & Fashion Perceptions Responses.pdf: Summary charts and aggregated response analytics exported from Google Forms. Social Media & Fashion Perceptions Survey (Responses).xlsx: Raw, individual-level response data spreadsheet for statistical replication and re-analysis.
Files
Steps to reproduce
Data Collection Methodology Survey Administration: Administered a structured online questionnaire via Google Forms (N=70) to gather consumer perceptions regarding luxury fashion brands and lookalikes/dupes. Experimental Stimulus: Participants answered baseline perception questions regarding Coach before viewing a standardized social media stimulus (an influencer post comparing the original Coach Tabby bag priced at ₹52,999 to an affordable dupe priced at ₹2,299). Post-Exposure Assessment: Immediately following stimulus exposure, participants answered Likert-scale questions assessing changes in perceived product quality, brand exclusivity, value, and purchase intent. Data Processing & Replication Steps Data Export: Raw responses were exported directly from Google Forms into a Microsoft Excel file (Social Media & Fashion Perceptions Survey (Responses).xlsx). Analytical Replication: Open the .xlsx file in Excel, SPSS, R, or Stata. Statistical Analysis: Compare baseline items (Questions 6–8) against post-stimulus items (Questions 12–17) using descriptive statistics or paired-sample statistical tests to evaluate shifts in brand perception and social acceptability of dupes.
Institutions
- University of DelhiDelhi, New Delhi