Consumer “Confusion” of Origin and Brand Similarity Perceptions
实验室研究发现，两个品牌外观的相似性会显著影响消费者认为它们来自同一企业的感知，实际产地等因素也有作用，并讨论了法律影响。
Results of a laboratory study show the similarity in physical appearance of two brands (e.g. a store brand and a national brand) is significantly related to consumer perceptions of a common business origin between them. Other factors, particularly the actual origin of the two brands, also contributed to perceptions of common origin. Legal implications are discussed.