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An Investigation of Factors Contributing to Consumer Brand Confusion

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2013THE EFFECT OF CONSUMER CONFUSION PRONENESS ON WORD OF MOUTH, TRUST, AND CUSTOMER SATISFACTION129 cited
2001Consumer evaluations of brand imitations

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126 cited

2011When High-Similarity Copycats Lose and Moderate-Similarity Copycats Gain: The Impact of Comparative Evaluation112 cited

1992Consumer brand confusion: A conceptual framework111 cited

2016Viewing usage of counterfeit luxury goods: Social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands98 cited

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2023Consumers’ Intentions to Spread Negative Word of Mouth About Dynamic Pricing for Services: Role of Confusion and Unfairness Perceptions54 cited