Batykov I.V. Measuring similarity to the extent of confusion in sociological research: the influence of the distinctiveness factor. Humanities, socio-economic and social sciences. 2020. No. 7. Pp. 15-21. DOI: 10.23672 ...

Abstract

The article presents the results of a sociological study that aims to determine the significance of the distinctiveness of trademarks in mixing them by consumers when choosing a particular product. The hypothesis of the study is that weakened distinctiveness increases the likelihood of similarity to the extent of confusion between trademarks. The results of the study allow to assert partial confirmation of the stated hypothesis. The article also outlines the possibilities for further research on this topic.