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Trade Dress and Consumer Perception of Product Similarity

Washington State University, denneyford{at}wsu.edu

Andrew W. Perkins

University of Washington, aperkins{at}u.washington.edu

Eric R. Spangenberg

Washington State University, ers{at}wsu.edu

A study was conducted to determine the level of perceived similarity by consumers among college students viewing two products with similar trade dress—the recently litigated Kendall-Jackson "Vintner’s Reserve" and Gallo "Turning Leaf" brands of Chardonnay table wine. Using an Internet-based data collection method, this study found only one significant difference out of several variables in a comparison between groups defined by their wine purchase frequency and wine knowledge. Perceived similarity is substantially apparent; consumers did not identify differences between the two brands based on their various components of trade dress. Based on these findings, the authors suggest that brand loyalty is less likely and switching behavior may become common in a market that includes such competitive behavior.

Key Words: trade dress • consumer perception • wine brand confusion • consumer behavior

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