David takes on Goliath: an analysis of survey evidence in a trademark dispute

Anheuser Busch, the brewers of Budweiser, sued a Czech brewer alleging that its beer brand, Budejovicky Budvar, created confusion in the marketplace and breached New Zealand consumer protection legislation that prohibits misleading and deceptive conduct.
  

David Takes On Goliath: An Analysis Of Survey Evidence In A Trademark Dispute

Janet Hoekand Philip GendallMassey University

Introduction

As markets become increasingly competitive, manufacturers' sensitivity to their rivals' behaviour...