Brand typicality impact on brand imitations evaluation and categorization
Year of publication: |
2016
|
---|---|
Authors: | Le Roux, André ; Thébault, Marinette ; Roy, Yves ; Bobrie, François |
Published in: |
Journal of Product & Brand Management. - Emerald Group Publishing Limited, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 25.2016, 6, p. 600-612
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand management | Brand evaluation | Categorization | Packaging | Counterfeiting | Brand strategy | Typicality | Imitation | Linear mixed models |
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