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~subject:"Produktpiraterie"
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Produktpiraterie
Consumer behaviour
6
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Brand management
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Markenführung
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Imitation strategy
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Imitationsstrategie
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Markenartikel
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Advertising
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Advertising effects
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Behavioral economics
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Consumer attitudes
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Copycat brands
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Horen, Femke van
2
Pieters, Rik
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
Journal of consumer research : JCR ; an interdisciplinary bimonthly
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ECONIS (ZBW)
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Out-of-category brand imitation : product categorization determines copycat evaluation
Horen, Femke van
;
Pieters, Rik
- In:
Journal of consumer research : JCR ; an …
44
(
2017
)
4
,
pp. 816-832
Persistent link: https://www.econbiz.de/10011780567
Saved in:
2
Consumer evaluation of copycat brands : the effect of imitation type
Horen, Femke van
;
Pieters, Rik
- In:
International journal of research in marketing : IJRM ; …
29
(
2012
)
3
,
pp. 246-255
Persistent link: https://www.econbiz.de/10009613720
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