Melnyk, Valentyna; Giarratana, Marco; Torres, Anna - In: Journal of Business Research 67 (2014) 4, pp. 478-485
Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark...