IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i4p486-488.html
   My bibliography  Save this article

Cultural influences on global firms' decisions to cut the strategic brand ties that bind: A commentary essay

Author

Listed:
  • Roster, Catherine A.

Abstract

Today's global firms face increasing pressure to protect their brand identity from encroachments of copycat brands that seek to benefit from associations firms have established in the minds of consumers. This essay is a commentary to the article “Marking your trade: cultural factors in the prolongation of trademarks” by Melnyk, Giarratana and Torres that raises several important issues warranting further attention by researchers. This essay comments on the paper's contributions, limitations, and opportunities contributing to future research about trademark practices and strategies. Furthermore, the essay suggests useful extensions relative to the more general strategic issue of prolongation or abandonment of intangible brand assets in global markets and the dynamic interface between firm-created and consumer-created brand meaning.

Suggested Citation

  • Roster, Catherine A., 2014. "Cultural influences on global firms' decisions to cut the strategic brand ties that bind: A commentary essay," Journal of Business Research, Elsevier, vol. 67(4), pages 486-488.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:486-488
    DOI: 10.1016/j.jbusres.2013.03.035
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829631300129X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2013.03.035?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Maureen Morrin & Jonathan Lee & Greg M. Allenby, 2006. "Determinants of Trademark Dilution," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 248-257, August.
    2. Joy, Annamma & Sherry Jr., John F. & Deschenes, Jonathan, 2009. "Conceptual blending in advertising," Journal of Business Research, Elsevier, vol. 62(1), pages 39-49, January.
    3. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    4. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    5. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Dirk Crass & Dirk Czarnitzki & Andrew A. Toole, 2019. "The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 26(1), pages 157-176, January.
    3. Aloy Okafor & Olusoji George, 2016. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 84-96, April.
    4. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    5. Adam C. Merkle & Catherine Hessick & Britton R. Leggett & Larry Goehrig & Kenneth O’Connor, 2020. "Exploring the components of brand equity amid declining ticket sales in Major League Baseball," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 149-164, September.
    6. Torres, Anna & Tribó, Josep A., 2011. "Customer satisfaction and brand equity," Journal of Business Research, Elsevier, vol. 64(10), pages 1089-1096, October.
    7. Hauke A. Wetzel & Stefan Hattula & Maik Hammerschmidt & Harald J. Heerde, 2018. "Building and leveraging sports brands: evidence from 50 years of German professional soccer," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 591-611, July.
    8. Serin Choi & Kyuwan Choi & Seoki Lee & Kyuseok Lee, 2017. "A financial approach-based measurement of brand equity in the restaurant industry," Tourism Economics, , vol. 23(7), pages 1515-1522, November.
    9. Muhammad Fahid MUQADDAS & Ishtiaq AHMAD, 2016. "Determinants Of Brand Equity: An Empirical Study Of It Industry," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 12, pages 555-560, December.
    10. G Baltas & C Saridakis, 2010. "Measuring brand equity in the car market: a hedonic price analysis," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(2), pages 284-293, February.
    11. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    12. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    13. Mario Burghausen, 2023. "The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 129-143, March.
    14. Kilian, Karsten & Müller, Michael, 2016. "Markencontrolling: Markenerfolg messbar machen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 1-21.
    15. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    16. J. Lucy Lee & Jeffrey D. James, 2015. "Assessing sport brand value through use of the contingent valuation method," Journal of Economic and Financial Studies (JEFS), LAR Center Press, vol. 3(6), pages 33-44, December.
    17. Kunle Ladipo Patrick & Ganiyu Rahim Ajao & Nkechi Peace, 2020. "An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 56(4), pages 339-350, December.
    18. Maria Ana Vitorino, 2014. "Understanding the Effect of Advertising on Stock Returns and Firm Value: Theory and Evidence from a Structural Model," Management Science, INFORMS, vol. 60(1), pages 227-245, January.
    19. Christian H. Koch, 0. "Brands as activists: The Oatly case," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    20. Katsumata, Sotaro & Nishimoto, Akihiro & Kannan, P.K., 2023. "Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:486-488. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.