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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Detaylı Bibliyografya
Yayımlandı:PLoS One
Asıl Yazarlar: Shang, Qian, Pei, Guanxiong, Jin, Jia, Zhang, Wuke, Wang, Yuran, Wang, Xiaoyi
Materyal Türü: Artigo
Dil:Inglês
Baskı/Yayın Bilgisi: Public Library of Science 2018
Konular:
Research Article
Online Erişim: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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