The goal of this article is to conceptualize the Ingredient Branding strategy and propose tools for measuring value derived from brand equity at the component supplier’s perspective. We demonstrate how brand equity occurs and how it can be measured at three marketing stages: B2B, B2C and...

This paper addresses the research landscape of Intellectual Property Rights. It describes and probes the key players and the most influential journal publications. While most literature reviews are qualitative, in many cases highly subjective and necessarily selective, this paper takes another...