Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products - HEC Paris - École des hautes études commerciales de Paris Access content directly
Conference Papers Year : 1994

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

Not file

Dates and versions

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

Identifiers

  • HAL Id : hal-00793988 , version 1

Cite

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⟩

Collections

HEC
100 View
0 Download

Share

Gmail Facebook Twitter LinkedIn More