Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products - HEC Paris - École des hautes études commerciales de Paris Access content directly
Conference Papers Year : 1994

Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products

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hal-00793988 , version 1 (24-02-2013)

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  • HAL Id : hal-00793988 , version 1

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Jean-Noël Kapferer. Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products. ESOMAR Seminar on "Building Sucessfull Brands; the Need for an Integrated Approach", 1994, Prague, Czech Republic. pp.135-148. ⟨hal-00793988⟩

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