Baker III, Thomas Alexander; Liu, Xindan; T. Brison, Natasha - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 1, pp. 95-105
investigation were used to better explain the phenomena of transliteration and trademark squatting in relation to sport brands and … athletes. The purpose of this paper is to formulate suggestions for protecting sport brands and athletes from trademark … rights belonging to senior, foreign brands. Furthermore, the findings lead us to suggest that sport brands are particularly …