Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 30: Conjoint analysis in litigation
We discuss the use of consumer surveys to evaluate consumer confusion in a trademark infringement case. Because trademark owners are often unable to provide evidence of actual confusion, consumer surveys can be used to evaluate the likelihood of consumer confusion over similarity of trademarks or products. We summarize the role surveys play in trademark infringement cases and discuss their use in a trademark infringement case involving artesian bottled water from the Republic of Fiji.
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