Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases

Andrzej Falkowski (), Justyna Olszewska () and Joanna Ulatowska ()

Marketing Letters, 2015, vol. 26, issue 4, 471 pages

Abstract: The Deese–Roediger–McDermott (DRM) paradigm was used to investigate consumer confusion between original and look-alike brands. The results showed that look-alike brands were falsely recognized at a higher rate than original brands and that modality (audio, visual, and audiovisual) had no effect on false recognition rates. The results suggest that the DRM paradigm provides a useful tool for analyzing consumer confusion, brand substitution, and trademark infringement. Copyright The Author(s) 2015

Keywords: DRM paradigm; Look-alike products; Original products; Consumer confusion; Memory distortions (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/s11002-014-9279-0

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