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The dynamic relationship between investments in brand equity and firm profitability : evidence using trademark registrations
Crass, Dirk; Czarnitzki, Dirk; Toole, Andrew A. - 2016
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 … thirty years of past brand-related investment flows. Using firm-specific trademarks as investment proxies, our results show a …
Persistent link: https://www.econbiz.de/10011418793
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Bearing Down on Trademark Bullies
Manta, Irina D. - 2012
Trademark bullying has become a persistent problem, with large companies intimidating smaller entities with cease and desist campaigns and achieving anti-competitive results. A number of tactics exist to deal with bullying behavior. One of them is the imposition of judicial sanctions, but the...
Persistent link: https://www.econbiz.de/10013103791
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Trademark Owner as Adverse Possessor : Productive Use and Property Acquisition
Linford, Jake - 2013
There is an ongoing debate over whether or not a trademark is “property,” and what the appropriate boundaries of such a property right might be. Some scholars assert that rules and justifications developed to handle rights in real property are generally a poor fit for intellectual property...
Persistent link: https://www.econbiz.de/10013091323
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The Strategic Effects of Trademark Protection
Heath, Davidson - 2019
We study the effects of trademark protection on firm profits and strategy using the 1996 Federal Trademark Dilution Act, which granted additional legal protection to selected trademarks. We find that the FTDA raised treated firms' operating profits and was followed by a spike in trademark...
Persistent link: https://www.econbiz.de/10012903220
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On the Price Elasticity of Demand for Trademarks
de Rassenfosse, Gaétan - 2018
Trademark protection is a policy instrument situated at the core of firm marketing and innovation strategy. One underexplored factor directly affecting firms' use of trademarks relates to the fees associated with obtaining a mark. This paper provides econometric estimates of the fee elasticity...
Persistent link: https://www.econbiz.de/10012937156
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Evaluation of New Generic Top Level Domains from a Brand and a Trademark Perspective
Nagel, Alexander - 2016
(NGTLD) program. It can be shown that Associative Network Memory Theory explains why the connection of the brand with a … suitable generic NGTLD can increase brand awareness. Additionally, the Signaling Theory can explain why brand (and some generic …) NGTLDs can be used as signals. Brand NGTLDs can be used to protect the brand from negative influences by third parties in the …
Persistent link: https://www.econbiz.de/10013003737
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The Value of Trademarks : A Study of the Trademark (Protection) Lifecycle in the U.S. Pharmaceutical Industry
Nasirov, Shukhrat - 2020
underlying brand as well as on legally stipulated characteristics. My theoretical predictions are verified by looking at …
Persistent link: https://www.econbiz.de/10012850267
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Valuation of New Trademarks
Hsu, Po-Hsuan - 2020
Firms often register trademarks as they launch new products or services. We find that the number of new trademark registrations positively predicts firm profitability, stock returns, and underreaction by analysts in their earnings forecasts. Using the Federal Trademark Dilution Act (FTDA) as an...
Persistent link: https://www.econbiz.de/10012851688
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Trademarks in Entrepreneurial Finance
Chemmanur, Thomas J. - 2020
We analyze the role of trademarks in entrepreneurial finance, hypothesizing that trademarks play two important roles: a “protective” role, leading to better product market performance; and an “informational” role, signaling higher firm quality to investors. We develop testable hypotheses...
Persistent link: https://www.econbiz.de/10012852244
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In Re Tempnology : Revisiting Trademark Licensing in Bankruptcy
Gupta, Aditya; Mehta, Hiral - 2021
May 20, 2019 witnessed the promulgation of a judgement by the United States Supreme Court which settled a circuit split created by the Court of Appeals for the First Circuit and answered a question which was the subject of quandary for the American legal fraternity for more than 35 years. A...
Persistent link: https://www.econbiz.de/10013215457