An investigation of factors contributing to consumer brand confusion.

An Investigation of Factors Contributing to Consumer Brand Confusion

A quick glance at the shelves of grocery and drug stores shows that many consumer goods companies are employing what has been referred to as an "imitation strategy." Imitation strategies involve any or all of the marketing mix elements, including price, product, distribution, and promotion, and they occur along a continuum of physical and strategic similarity, with one end of the continuum being complete similarity of product and marketing strategy and the other end completely different product and strategy. Thus a series of increasingly imitative strategies is envisioned, e.g., legall