Stealing brand equity: Measuring perceptual confusion between national brands and 'copycat' own-label products
Year of publication: |
1995
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Authors: | Kapferer, Jean-Noe͏̈l |
Published in: |
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 23.1995, 2, p. 96-103
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