Purpose – This research aims to examine a number of legal sources for evidence that US marketers were interested in protecting their brand identities in the 1800s. Design/methodology/approach – The research examines historical legal records including registrations for commercial prints and...

Purpose – This article aims to examine the US history of practices that mask the marketing content of messages to consumers and of the public policy approaches taken towards such practices. Design/methodology/approach – This research examines both primary sources such as legal challenges and...

Purpose – This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices. Design/methodology/approach – A comprehensive search of US marketing laws and regulations was conducted to find...