Issue 3, 2011

Bogomolova L. N., Starov S. A., Sumbaeva A. A. Factors Influencing Consumer’s Perception of Private Labels-Imitators in Saint-Petersburg: Issues of Investigation.

The article reviews investigation of factors influencing consumer’s perception of private labels-imitators in Saint-Petersburg. Consumer making decision model for private labels-imitators is developed considering factors influencing consumers’ proneness to confusion; types of consumer confusion are analyzed. Keywords: Brand, Private Label, Copycat Private Label, Brand Imitation, Consumer Confusion, Phonetic Imitation, Narrative Imitation, Color Imitation.

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