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/
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| dc.title.eng.fl_str_mv |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| dc.title.alternative.spa.fl_str_mv |
Probabilidad De Confusión Del Consumidor Por El Uso De La Estrategia "Me Too" |
| title |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| spellingShingle |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study Marca Consumidor Economía Economics |
| title_short |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| title_full |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| title_fullStr |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| title_full_unstemmed |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| title_sort |
Consumer Confusion Choosing Me-Too Snack Packages: An Experimental Study |
| dc.creator.fl_str_mv |
Arboleda Arango, Ana María Alonso Cifuentes, Julio César |
| dc.contributor.author.spa.fl_str_mv |
Arboleda Arango, Ana María Alonso Cifuentes, Julio César |
| dc.subject.spa.fl_str_mv |
Marca Consumidor Economía |
| topic |
Marca Consumidor Economía Economics |
| dc.subject.eng.fl_str_mv |
Economics |
| description |
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, and gummy candy); for each we estimate three logit models to determine the probability of (a) behavioral confusion, (b) cognitive confusion, and (c) overall confusion. Results support both hypotheses. Previous studies use cognitive rather than behavioral measures of confusion; we show that the three measures of confusion are complementary. Results yield important practical implications. |
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2016 |
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2016-01-01 |
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2017-09-27T00:21:48Z |
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2017-09-27T00:21:48Z |
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http://purl.org/coar/resource_type/c_c94f |
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https://link.springer.com/chapter/10.1007/978-3-319-19428-8_127 |
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http://hdl.handle.net/10906/82062 |
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https://doi.org/10.1007/978-3-319-19428-8_127 |
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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 |
| dc.language.iso.eng.fl_str_mv |
eng |
| language |
eng |
| dc.relation.ispartof.eng.fl_str_mv |
Marketing Challenges in a Turbulent Business Environment - 2014 |
| dc.relation.ispartofseries.eng.fl_str_mv |
Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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https://creativecommons.org/licenses/by-nc-nd/4.0/ |
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info:eu-repo/semantics/openAccess |
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Atribuci�n-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) |
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https://creativecommons.org/licenses/by-nc-nd/4.0/ Atribuci�n-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) http://purl.org/coar/access_right/c_abf2 |
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openAccess |
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495-511 páginas |
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Berling de Lat: 48 48 01 N degrees minutes Lat: 48.8001 decimal degrees Long: 007 14 25 E degrees minutes Long: 7.2403 decimal degrees |
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Springer Link |
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Facultad de Ciencias Administrativas y Económicas |
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Economía |
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Departamento de Economía |
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Berling |
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Universidad ICESI |
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Arboleda Arango, Ana MaríaAlonso Cifuentes, Julio Césaramarboleda@icesi.edu.coBerling de Lat: 48 48 01 N degrees minutes Lat: 48.8001 decimal degrees Long: 007 14 25 E degrees minutes Long: 7.2403 decimal degrees2017-09-27T00:21:48Z2017-09-27T00:21:48Z2016-01-019783319194288https://link.springer.com/chapter/10.1007/978-3-319-19428-8_127http://hdl.handle.net/10906/82062https://doi.org/10.1007/978-3-319-19428-8_127instname: Universidad Icesireponame: Biblioteca Digitalrepourl: https://repository.icesi.edu.co/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, and gummy candy); for each we estimate three logit models to determine the probability of (a) behavioral confusion, (b) cognitive confusion, and (c) overall confusion. Results support both hypotheses. Previous studies use cognitive rather than behavioral measures of confusion; we show that the three measures of confusion are complementary. Results yield important practical implications.495-511 páginasDigitalengSpringer LinkFacultad de Ciencias Administrativas y EconómicasEconomíaDepartamento de EconomíaBerlingMarketing Challenges in a Turbulent Business Environment - 2014Developments in Marketing Science: Proceedings of the Academy of Marketing ScienceEL AUTOR, expresa que la obra objeto de la presente autorización es original y la elaboró sin quebrantar ni suplantar los derechos de autor de terceros, y de tal forma, la obra es de su exclusiva autoría y tiene la titularidad sobre éste. PARÁGRAFO: en caso de queja o acción por parte de un tercero referente a los derechos de autor sobre el artículo, folleto o libro en cuestión, EL AUTOR, asumirá la responsabilidad total, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos, la Universidad Icesi actúa como un tercero de buena fe. Esta autorización, permite a la Universidad Icesi, de forma indefinida, para que en los términos establecidos en la Ley 23 de 1982, la Ley 44 de 1993, leyes y jurisprudencia vigente al respecto, haga publicación de este con fines educativos Todo persona que consulte ya sea la biblioteca o en medio electrónico podrá copiar apartes del texto citando siempre la fuentes, es decir el título del trabajo y el autor.https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAtribuci�n-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)http://purl.org/coar/access_right/c_abf2MarcaConsumidorEconomíaEconomicsConsumer Confusion Choosing Me-Too Snack Packages: An Experimental StudyProbabilidad De Confusión Del Consumidor Por El Uso De La Estrategia "Me Too"info:eu-repo/semantics/conferenceObjecthttp://purl.org/coar/resource_type/c_c94fDocumento de conferenciainfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85Comunidad Universidad Icesi - InvestigadoresORIGINALdocumento.htmldocumento.htmltext/html299http://repository.icesi.edu.co/biblioteca_digital/bitstream/10906/82062/3/documento.html8344fc018873d43dd9f2b455d2959ad4MD53LICENSElicense.txtlicense.txttext/plain1748http://repository.icesi.edu.co/biblioteca_digital/bitstream/10906/82062/2/license.txt8a4605be74aa9ea9d79846c1fba20a33MD5210906/82062oai:repository.icesi.edu.co:10906/820622018-10-25 11:46:20.921Biblioteca Digital - Universidad icesicdcriollo@icesi.edu.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 |