Brand typicality impact on brand imitations evaluation and categorization

Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and the categorization of counterfeits and imitations. Design/methodology/approach The research design is a 2 × 2 × 2 × 2 mixed design with the first three variables as between-subjects...

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Veröffentlicht in:	The journal of product & brand management 2016-09, Vol.25 (6), p.600-612
Hauptverfasser:	Le Roux, André, Thébault, Marinette, Roy, Yves, Bobrie, François
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand names Business administration Cognitive psychology Consumers Counterfeiting Humanities and Social Sciences Logos Marketing Package design Preferences Semantics Trademarks
Online-Zugang:	Volltext
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