Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Keywords: Brand Equity; Perceptual Confusion; National Brands; 'Copycat' Own-label Products; Copycat' Own-label Products (search for similar items in EconPapers)
Date: 1994
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Published in ESOMAR Seminar on "Building Sucessfull Brands; the Need for an Integrated Approach", 1994, Prague, Czech Republic. pp.135-148

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