very likely used well before then. Trade dress remains important in societies both highly literate and substantially …

thirty years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a …Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to … a firm's financial performance. In this paper, we model brand equity as an unobservable stock that results from up to …

We study how trademarks affect reuse of creative works in the comics industry. As a creative industry, the comics …