haku: @author Zaichowsky, J. L. / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
| Tekijä: | Wilke, R. Zaichowsky, J. L. |
| Otsikko: | Brand imitation and its effects on innovation, competition, and brand equity |
| Lehti: | Business Horizons
1999 : NOV-DEC, VOL. 42:6, p. 9-18 |
| Asiasana: | RETAILING BRANDS PRODUCT DIFFERENTIATION CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | When society finds a brand being copied, it can see the act as plagiarism. Copying is seen as plagiarism, which is useally seen as immoral, unethical and subject to penalties. Whereas marketing might equate counterfeiters with plagiarists, the link to imitators is more obtuse. Different standards are used because imitations are not direct copies. |
« edellinen | seuraava »
SCIMA