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Trademark Enforcement and Internet Search Advertising : A Regulatory Risk for Brand Owners

Klein, David; Wueller, Joshua - 2017

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the …

Persistent link: https://www.econbiz.de/10014123377

How does the use of trademarks by third-party sellers affect online search?

Chiou, Lesley; Tucker, Catherine - In: Marketing science : the marketing journal of the … 31 (2012) 5, pp. 819-837

Persistent link: https://www.econbiz.de/10009665095

Confusion is the Key : A Trademark Law Analysis of Keyword Banner Advertising

Saunders, Kurt M. - 2014

Keyword banner advertising is a form of targeted online marketing practice whereby a banner ad is displayed on a search engine results page. The banner ad is triggered by the keyword used in the search. Many search engines sell trademarks as keywords as well, allowing competitors to purchase...

Persistent link: https://www.econbiz.de/10014027372

Effect of celebrity endorsement in advertising activities by product type

Karasiewicz, Grzegorz; Kowalczuk, Martyna - In: International journal of management and economics 44 (2014), pp. 76-93

Persistent link: https://www.econbiz.de/10011417546

Product placement by global brands as an alternative strategy : is it worth in emerging market?

Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156

Persistent link: https://www.econbiz.de/10011305971

Brand naming : sound symbolism, brand preference and brand performance

Duduciuc, Alina; Ivan, Loredana - In: Studies and scientific researches / Economics edition / … 20 (2014), pp. 169-176

Persistent link: https://www.econbiz.de/10011339605

Fabricating celebrity brands via scandalous narrative : crafting, capering and commodifying the comedian, Russell Brand

Mills, Scott; Patterson, Anthony; Quinn, Lee - In: Journal of marketing management : MM 31 (2015) 5/6, pp. 599-615

Persistent link: https://www.econbiz.de/10011325784

Promoting brands through product placement in successful and unsuccessful films in emerging markets

Srivastava, R. K. - In: Journal of promotion management : JPM 22 (2016) 3, pp. 281-300

Persistent link: https://www.econbiz.de/10011532956

Communication strategy and Romanian brands' dynamics between 2012 and 2013

Secară, Carmen Gabriela - In: Economics, management and financial markets 9 (2014) 4, pp. 312-317

Persistent link: https://www.econbiz.de/10011544548

Effects of negative brand information : measuring impact of celebrity identification and brand commitment

Um, Nam-hyun - In: Journal of global marketing 26 (2013) 2, pp. 68-79

Persistent link: https://www.econbiz.de/10010189542

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