Close but not too close? : optimal copycat strategies in the light of negative publicity by the original product
Joachim Grosser, Hendrik Sonnabend and Bastian Westbrock
| Year of publication: |
2024
|
|---|---|
| Authors: | Grosser, Joachim ; Sonnabend, Hendrik ; Westbrock, Bastian |
| Subject: | brand scandals | copycatting | vertical product differentiation | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Produktdifferenzierung | Product differentiation | Theorie | Theory | Markenartikel | Brand |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/bejeap-2022-0456 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014531014