Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases
Andrzej Falkowski , Justyna Olszewska , Joanna Ulatowska
AbstractThe Deese–Roediger–McDermott (DRM) paradigm was used to investigate consumer confusion between original and look-alike brands. The results showed that look-alike brands were falsely recognized at a higher rate than original brands and that modality (audio, visual, and audiovisual) had no effect on false recognition rates. The results suggest that the DRM paradigm provides a useful tool for analyzing consumer confusion, brand substitution, and trademark infringement.
|Journal series||Marketing Letters, ISSN 0923-0645, (A 20 pkt)|
|Publication size in sheets||0.5|
|Keywords in English||DRM paradigm, Look-alike products, Original products, Consumer confusion, Memory distortions|
|ASJC Classification||; ;|
|Publication indicators||: 2015 = 1.017; : 2015 = 1.508 (2) - 2015=1.706 (5)|
|Citation count*||15 (2020-06-17)|
|Dorobek Naukowy - Preview URL||http://dn.swps.edu.pl/Podglad.aspx?WpisID=14887|
|Dorobek Naukowy - Approve URL||http://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=14887|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.