Blar i Publikasjoner fra CRIStin - BI på forfatter "Calvert, Gemma"
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Counterfeit brand logos: On the importance of first and last letters of a brand name
Pathak, Abhishek; Velasco, Carlos; Calvert, Gemma (Journal article; Peer reviewed, 2019)Purpose Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which ... -
Going to great lengths in the pursuit of luxury: How longer brand names can enhance the luxury perception of a brand
Pathak, Abhishek; Velasco, Carlos; Petit, Olivia; Calvert, Gemma (Journal article; Peer reviewed, 2019)Brand names are a crucial part of the brand equity and marketing strategy of any company. Research suggests that companies spend considerable time and money to create suitable names for their brands and products. This paper ... -
Implicit and Explicit Identification of Counterfeit Brand Logos based on Logotype Transposition
Pathak, Abhishek; Velasco, Carlos; Calvert, Gemma (Journal article; Peer reviewed, 2019)Purpose With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original ...