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Mitchell, V. W., & Kearney, I. (2002). A critique of legal measures of brand confusion. Journal of Product & Brand Management, 11, 357-379. As the number of imitator brands has risen, so too have legal actions for trademark infringement and passing off, because of consumer confusion, unfair misappropriation of brand owners’ intellectual property, and lost sales [...]         Wee, C. H., Ta, S. J., & Cheok, K. H. (1995). Non-price determinants of intention to purchase counterfeit goods: an exploratory study. International Marketing Review, 12, 19-46. Counterfeiting is a serious problem besetting an increasing number of industries. It affects not only products whose brand name is synonymous with its quality or flavour, but also products [...] |
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