d’Astous, Alain; Gargouri, Ezzedine - In: European Journal of Marketing 35 (2001) 1/2, pp. 153-167
Reports a common occurrence in the marketplace: brand imitation. A total of 160 consumers participated in an experiment where goodness of imitation, presence/absence of the imitated brand, reputation of the store and type of product (convenience/luxury) were manipulated. The results show that...