Van Horen, F. and Pieters, R. (2012). Consumer evaluation of copycat brands: The effect of imitation type International Journal of Research in Marketing, 29:246--255.
3 key publications
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Van Horen, F. and Pieters, R. (2012). When high similarity copycats lose and moderate similarity copycats gain: The impact of comparative evaluation Journal of Marketing Research, 49(1):83--91. -
Lemmens, A., Croux, C. and Stremersch, S. (2012). Dynamics in the international market segmentation of new product growth International Journal of Research in Marketing, 29(1):81--92.