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

Jean-Noël Kapferer

Conference Papers Year : 1994

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

(1)

1

Jean-Noël Kapferer

Function : Author

HEC Paris - Recherche - Hors Laboratoire

Keywords

Brand Equity Perceptual Confusion National Brands 'Copycat' Own-label Products Copycat' Own-label Products

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Humanities and Social Sciences Business administration

Antoine Haldemann : Connect in order to contact the contributor

https://hal-hec.archives-ouvertes.fr/hal-00793988

Submitted on : Sunday, February 24, 2013-4:13:10 PM

Last modification on : Saturday, June 25, 2022-10:54:26 AM

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hal-00793988 , version 1 (24-02-2013)

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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⟩

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

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