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ERP evidence for consumer evaluation of copycat brands

Copycat brands mimic brand leaders to free ride on the latter's equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal...

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Dettagli Bibliografici
Pubblicato in:PLoS One
Autori principali: Shang, Qian, Pei, Guanxiong, Jin, Jia, Zhang, Wuke, Wang, Yuran, Wang, Xiaoyi
Natura: Artigo
Lingua:Inglês
Pubblicazione: Public Library of Science 2018
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Accesso online:https://ncbi.nlm.nih.gov/pmc/articles/PMC5842871/
https://ncbi.nlm.nih.gov/pubmed/29466469
https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1371/journal.pone.0191475
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