Citation: P. Kish et al., Measurement and tracking of brand equity in the global marketplace - The PepsiCo experience, INT MARK RE, 18(1), 2001, pp. 91-96
Citation: Dj. Howard et al., The effects of brand name similarity on brand source confusion: Implications for trademark infringement, J PUBL POL, 19(2), 2000, pp. 250-264