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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
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https://hal-hec.archives-ouvertes.fr/hal-00793988
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 24, 2013 - 4:13:10 PM
Last modification on : Sunday, February 24, 2013 - 4:14:53 PM

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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. ⟨hal-00793988⟩

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