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

Jean-Noël Kapferer 1
1 HEC Paris - Recherche - Hors Laboratoire
Keywords : Copycat' Own-label Products Brand Equity Perceptual Confusion National Brands 'Copycat' Own-label Products
Type de document :
Communication dans un congrès
ESOMAR Seminar on "Building Sucessfull Brands; the Need for an Integrated Approach", 1994, Prague, Czech Republic. pp.135-148, 1994
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https://hal-hec.archives-ouvertes.fr/hal-00793988
Contributeur : Amaury Bouvet <>
Soumis le : dimanche 24 février 2013 - 16:13:10
Dernière modification le : dimanche 24 février 2013 - 16:14:53

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  • HAL Id : hal-00793988, version 1

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Jean-Noël Kapferer. Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products. ESOMAR Seminar on "Building Sucessfull Brands; the Need for an Integrated Approach", 1994, Prague, Czech Republic. pp.135-148, 1994. 〈hal-00793988〉

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