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Purpose: Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically...
Persistent link: https://www.econbiz.de/10012067890
Purpose: This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill)....
Persistent link: https://www.econbiz.de/10012275511
Persistent link: https://www.econbiz.de/10012406571