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The Psychology Behind Trademark Infringement and Counterfeiting

Judith Lynne Zaichkowsky

出版	Lawrence Erlbaum, 2006
主題	Business & Economics / Consumer BehaviorBusiness & Economics / Marketing / General
ISBN	08058479369780805847932
URL	http://books.google.com.hk/books?id=1tG5RgYESWcC&hl=&source=gbs_api

註釋

Topics covered in the book include: the vast differences among consumers' abilities, motivations, and interests, which provide background for understanding the use of quick decision heuristics in the marketplace; strategies on how to create brands with unique identities; why trademark infringement is so prevalent in China; an overview of the various research techniques and studies used to test for various types of trademark infringement and consumer confusion; how the Internet has expedited and grown the practice of knock-off goods; and why consumers confuse brands on the marketplace and are willing to purchase knock-off goods.As those involved in commerce are aware, preventing competitors and others from imitating successful brands is a difficult and costly task. This book serves to inform the reader concerning complexities of the issues of brand imitation, integrating the disciplines of psychology, business, and law to the area of trademark infringement and counterfeiting. Principles and theories from psychology and how they are relevant to consumers' perceptions in the marketplace are used to explain why competitors steal the intellectual property of another company or entity. The possibility of brand imitation or counterfeiting should be contemplated in designing new products or brand packaging, just as it is in the printing of currency. It is the intent of "The Psychology Behind Trademark Infringement" to provide those involved in commerce with some understanding, some ideas, and perhaps some strategy for building differentiated brands that are easy to protect.Informs readers concerning complexities of the issues of brand imitation, integrating the disciplines of psychology, business, and law to the area of trademark infringement and counterfeiting. This book provides those involved in commerce with some understanding, some ideas, and strategy for building differentiated brands that are easy to protect.