Purpose The literature on copycat packaging has developed intermittently over a 30-year
period, resulting in a divergent and fragmented body of knowledge. This paper aims to …

Abstract The Deese–Roediger–McDermott (DRM) paradigm was used to investigate
consumer confusion between original and look-alike brands. The results showed that look …

Copycat packaging involves a type of imitation strategy in which the appearance of a market
leader's packaging design is simulated by a low-cost alternative. Previous literature has …

Introduction To deal effectively with the market, one must create a distinct logo from
competing logos. However, it is not uncommon that similarities between logos of various …

This study explored how leader brands might use design to better manage the challenge of
copycat packaging. Online semi-structured interviews incorporating photo-elicitation were …

En un competitivo ambiente de cambios las firmas de Marketing y de negocios buscan
formas creativas para seguir compitiendo (Lau & Lee, 1999, p. 343). La madurez y …

This chapter provides an overview on the impact of private labels' trade dress code on
consumers' product choices and attitudes, assessing to what extent the adoption of different …

Optimising communications to take account of user states is a nascent, huge and growing
business opportunity for the retail and advertising worlds. Understanding people's …