haku: @author Balabanis, G. / yhteensä: 9
viite: 8 / 9
| Tekijä: | Balabanis, G. Craven, S. |
| Otsikko: | Consumer confusion from own brand lookalikes: An exploratory investigation |
| Lehti: | Journal of Marketing Management
1997 : MAY, VOL. 13:4, p. 299-313 |
| Asiasana: | BRANDS CONSUMER BEHAVIOUR PRODUCT DIFFERENTIATION |
| Kieli: | eng |
| Tiivistelmä: | The current success and proliferation of lookalikes, a new generation of own brand products that have similar labelling and packaging characteristics to leading products, has raised legal and ethical issues about whether they confuse consumers. There was no support that consumers mistakenly buy lookalike products. It seems that the buyers of lookalikes are conscious of their choice. The main bulk of sales lost to lookalikes cannot be attributed to erroneous choices. Consumers rather misleadingly come to believe that lookalikes possess the same attributes as the original brands. There are certain categories, like elderly and impulsive shoppers that were found more likely to get confused by lookalikes. |
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