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

Author

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  • 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. Copyright The Author(s) 2015

Suggested Citation

  • Andrzej Falkowski & Justyna Olszewska & Joanna Ulatowska, 2015. "Are look-alikes confusing? The application of the DRM paradigm to test consumer confusion in counterfeit cases," Marketing Letters, Springer, vol. 26(4), pages 461-471, December.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:461-471
    DOI: 10.1007/s11002-014-9279-0
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    References listed on IDEAS

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    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. Jean-Noël Kapferer, 1995. "Brand Confusion: Empirical Study of a Legal Concept," Post-Print hal-00784110, HAL.
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    Cited by:

    1. Sara Loughran Dommer & Jeffrey R. Parker, 2023. "Cued-recall asymmetries: the case of brand names and logos," Marketing Letters, Springer, vol. 34(4), pages 669-684, December.
    2. Zha, Yong & Guo, Xiaowei & Chen, Huaping & Ling, Liuyi, 2022. "How does Store Branded Lookalike Packaging Affect Competition in a Dyadic Supply Chain: A Consumer Confusion Perspective," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 165(C).
    3. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.
    4. Guo, Xiaowei & Zha, Yong & Chen, Huaping & Liang, Liang, 2023. "National brand manufacturers’ supply strategy in the presence of retailers’ store-branded lookalike packaging and consumer confusion about quality preference," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 175(C).

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