Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products
Data and Resources
Additional Info
| Field | Value |
|---|---|
| Source | Proceedings of ESOMAR Seminar on "Building Sucessfull Brands; the Need for an Integrated Approach" |
| Author | Kapferer, Jean-Noël |
| Maintainer | CCSD |
| Last Updated | May 14, 2026, 04:10 (UTC) |
| Created | May 14, 2026, 04:10 (UTC) |
| Identifier | hal-00793988 |
| Language | en |
| contributor | HEC Paris - Recherche - Hors Laboratoire ; Ecole des Hautes Etudes Commerciales (HEC Paris) |
| coverage | Prague, Czech Republic |
| creator | Kapferer, Jean-Noël |
| date | 1994-05-14T00:00:00 |
| harvest_object_id | 4e8c7267-d154-45e4-9d86-a701779c1d89 |
| harvest_source_id | 3374d638-d20b-4672-ba96-a23232d55657 |
| harvest_source_title | test moissonnage SELUNE |
| metadata_modified | 2025-03-31T00:00:00 |
| set_spec | type:COMM |