haku: @author d'Astous, A. / yhteensä: 15
viite: 8 / 15
| Tekijä: | d'Astous, A. Gargouri, E. |
| Otsikko: | Consumer evaluations of brand imitations |
| Lehti: | European Journal of Marketing
2001 : VOL. 35:1-2, p. 153-167 |
| Asiasana: | BRANDS CONSUMER BEHAVIOUR IMAGE |
| Kieli: | eng |
| Tiivistelmä: | This study reports a common occurrence in the marketplace: brand imitation. A total of 160 consumers participated in an experiment where goodness of imitation, presence/absence of the imitated brand, reputation of the store and type of product (convenience/luxury) were manipulated. The results show that consumer evaluations of brand imitations do not depend on how good the imitation is. |
SCIMA