Skip to Main content Skip to Navigation
Conference papers

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 : Brand Equity Perceptual Confusion National Brands 'Copycat' Own-label Products Copycat' Own-label Products
Document type :
Conference papers
Complete list of metadata
https://hal-hec.archives-ouvertes.fr/hal-00793988
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Sunday, February 24, 2013 - 4:13:10 PM
Last modification on : Saturday, June 25, 2022 - 10:54:26 AM

Identifiers

  • HAL Id : hal-00793988, version 1

Collections

HEC

Citation

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. ⟨hal-00793988⟩

Export

BibTeX TEI DC DCterms EndNote Datacite

Share

Metrics

Record views

95