Combating lookalike product through adapting advertising appeals to consumer value : strategic implications to brand imitation management
Liangyan Wang, Yanfei Tang, Chenglu Wang
| Year of publication: |
2024
|
|---|---|
| Authors: | Wang, Liangyan ; Tang, Yanfei ; Wang, Cheng Lu |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 48.2024, 4, Art.-No. e13073, p. 1-16
|
| Subject: | advertising appeal | copycats | counterfeits | lookalikes | value-expressive versus utilitarian needs | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Produktpiraterie | Product counterfeiting |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.13073 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015102056