Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases

Andrzej Falkowski , Justyna Olszewska , Joanna Ulatowska

Abstract

The 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.
Author Andrzej Falkowski (Wydział Psychologii)
Andrzej Falkowski,,
- Wydział Psychologii
, Justyna Olszewska
Justyna Olszewska,,
-
, Joanna Ulatowska
Joanna Ulatowska,,
-
Journal seriesMarketing Letters, ISSN 0923-0645, (A 20 pkt)
Issue year2015
Vol26
No4
Pages461-471
Publication size in sheets0.5
Keywords in EnglishDRM paradigm, Look-alike products, Original products, Consumer confusion, Memory distortions
ASJC Classification1406 Marketing; 2002 Economics and Econometrics; 1403 Business and International Management
DOIDOI:10.1007/s11002-014-9279-0
URL http://dx.doi.org/10.1007/s11002-014-9279-0
Languageen angielski
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are look-alikes confusing_1str..pdf 38.1 KB
Score (nominal)20
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2015 = 1.017; WoS Impact Factor: 2015 = 1.508 (2) - 2015=1.706 (5)
Citation count*15 (2020-06-17)
Additional fields
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=14887
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=14887
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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