Consumer Confusion &amp; Trademark Infringement

Miaoulis, Georgios; D'Amato, Nancy

doi:10.2307/1249885

Cited by 64 publications

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“…These threats are based on the idea that the greater the similarity is between copycat and leader, the higher is the likelihood of brand confusion, and the more positive is consumers' evaluation of the copycat (Loken, Ross, and Hinkle 1986;Warlop and Alba 2004). Thus, copycatting research has focused on demonstrating potential brand confusion caused by high-similarity copycats (Foxman, Muehling, and Berger 1990;Howard, Kerin, and Gengler 2000;Kapferer 1995;Miaoulis and d'Amato 1978;Simonson 1994), and these are typically the cases brought to court (Collins-Dodd and Zaichkowsky 1999;Mitchell and Kearney 2002).…”

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When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation

Horen

Pieters

2012

Journal of Marketing Research

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Copycats imitate features of leading brands to free ride on their equity. The prevailing belief is that the more similar copycats are to the leader brand, the more positive their evaluation is, and thus the more they free ride. Three studies demonstrate when the reverse holds true: Moderatesimilarity copycats are actually evaluated more positively than highsimilarity copycats when evaluation takes place comparatively, such as when the leader brand is present rather than absent. The results demonstrate that blatant copycats can be less and subtle copycats can be more perilous than is commonly believed. This finding has implications for marketing theory and practice and trademark law.

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When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation

Horen

Pieters

2012

Journal of Marketing Research

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“…Por lo tanto son los productos líderes de la categoría, probablemente aquellos que han estado en el mercado por más tiempo, los que generan parámetros para reconocer las características del producto. Entonces al ver productos similares, el consumidor generaliza este aprendizaje y da atributos semejantes a productos semejantes en su apariencia aunque los reconozca como marcas diferentes (Miaoulis & D'Amato, 1978;Warlop & Alba, 2004).…”

Section: La Estrategia "Me Too" Desde El Comportamiento Del Consumidorunclassified

“…Es decir, a través de la generalización los consumidores atribuyen características percibidas de la marca conocida a las otras marcas, siendo claro para los consumidores que las marcas comparten atributos pero son diferentes (Balabanis & Craven, 1997;Miaoulis & D'Amato, 1978). Por lo tanto, si la percepción general del consumidor acerca de productos con aparieni la percepción general del consumidor acerca de productos con apariencias similares es diferente para cada producto, no se puede acusar de confusión (Schmitt & Simonson, 1997).…”

Section: El "Me Too" Es Una Generalizaciónunclassified

“…Algunos autores (Loken, Ross, & Hinkle, 1986;Miaoulis & D'Amato, 1978) argumentan que la estrecha semejanza en las características físicas entre productos es un factor de confusión (i.e., el uso de la estrategia "me too"). Sin embargo, si se tienen en cuenta las razones de confusión antes mencionadas, es precisamente la consistencia y la estabilidad en las características lo que evita la confusión.…”

Section: El "Me Too" Es Una Generalizaciónunclassified

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Dos dimensiones de la estrategia "me too": consumidor y organización

Arango

2010

Rev.CS

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Abstract1 Este artículo reune resultados de las investigaciones en psicología organizacional, realizadas por la autora durante los años 2008 y 2009, en la Universidad Icesi.Este documento analiza la estrategia "me too" desde dos dimensiones. Primero, como proceso cognitivo y, segundo, como una estrategia organizacional. La primera dimensión se trata desde la psicología a través de la categorización y generalización. La segunda se presenta desde ejemplos y razones estratégicas que llevan a las empresas a utilizar la imitación como herramienta competitiva. Finalmente, es claro que ambos procesos son complementarios como parte de la evolución de los mercados y el aprendizaje del individuo de las categorías de productos.Palabras clave: Categorización, Generalización, Estrategia "me too", Imitación.This document presents a two dimensional analysis of the "me too" strategy--from a cognitive and strategic point of view. The first assumes a psychological perspective using concepts of categorization and generalization. The second presents examples and strategic reasons that led companies to use imitation as a competitive tool. Finally, it is clear that both processes are complementary and form part of the markets' growth and individuals' learning about product categories.

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“…al., 2011b) (Miaoulis & D'Amato, 1978;Diamond, 1981;Poiesz & Verhallen, 1989;Kapferer, 1995;Kim & Lee, 2005;Kim, 2005b;Kim, 2005a (Moon et. al., 2011b .…”

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Consumer Confusion on the Information Channel and Information Contents of Multichannel Environment

Nam¹,

Kim²

2013

Korean Journal of Human Ecology

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The purpose of this study was to investigate on what kinds of consumer confusion exist and how much confusion consumers experience during their information search process. In-depth interviews and a questionnaire survey with college students were conducted to figure out the type and the level of consumer confusion. Results showed that college students were somewhat confused when they chose information channel and when they understood and used the chosen information. It was found that confusion was due to partly because of too many information and partly because of the lack of consumer searching skill.

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Consumer Confusion & Trademark Infringement

Cited by 64 publications

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When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation

When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation

Dos dimensiones de la estrategia "me too": consumidor y organización

Consumer Confusion on the Information Channel and Information Contents of Multichannel Environment

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