Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study
We hypothesize that (a) the presence of a leading brand next to a me-too brand and (b) the presence of the brand on the package prevents consumer confusion. This experimental design includes six categories of snacks (chocolate covered cake, waffle cookies, chocolate chip cookies, crackers, lollypops...
- Autores:
-
Arboleda Arango, Ana María
Alonso Cifuentes, Julio César
- Tipo de recurso:
- http://purl.org/coar/resource_type/c_c94f
- Fecha de publicación:
- 2016
- Institución:
- Universidad ICESI
- Repositorio:
- Repositorio ICESI
- Idioma:
- eng
- OAI Identifier:
- oai:repository.icesi.edu.co:10906/82062
- Acceso en línea:
- https://link.springer.com/chapter/10.1007/978-3-319-19428-8_127
http://hdl.handle.net/10906/82062
https://doi.org/10.1007/978-3-319-19428-8_127
- Palabra clave:
- Marca
Consumidor
Economía
Economics
- Rights
- openAccess
- License
- https://creativecommons.org/licenses/by-nc-nd/4.0/