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Determinants of Trademark Dilution

Author

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  • Maureen Morrin
  • Jonathan Lee
  • Greg M. Allenby

Abstract

A hierarchical Bayes associative network model for brand information is developed and tested to measure the extent of harm from trademark dilution. In the proposed model, category activation thresholds are modeled in terms of brand/category familiarity, activation flows are modeled in terms of relative category knowledge, and consumer confusion and its correlates are used to capture the asymmetric effects of dilution on retrieval probabilities for first and second users. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:2:p:248-257
    DOI: 10.1086/506305
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    Citations

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    Cited by:

    1. Bin Yang & Tao Yuan, 2022. "Trademark and IPO underpricing," Financial Management, Financial Management Association International, vol. 51(1), pages 271-296, March.
    2. Yang, Bin & An, Zhe & Gao, Xin & Li, Donghui, 2023. "Trademarks and the cost of equity capital," Journal of Corporate Finance, Elsevier, vol. 83(C).
    3. Lesley Chiou & Catherine Tucker, 2012. "How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?," Marketing Science, INFORMS, vol. 31(5), pages 819-837, September.
    4. Po-Hsuan Hsu & Dongmei Li & Qin Li & Siew Hong Teoh & Kevin Tseng, 2022. "Valuation of New Trademarks," Management Science, INFORMS, vol. 68(1), pages 257-279, January.
    5. 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.
    6. Naveen Kumar & Liangfei Qiu & Subodha Kumar, 2022. "A Hashtag Is Worth a Thousand Words: An Empirical Investigation of Social Media Strategies in Trademarking Hashtags," Information Systems Research, INFORMS, vol. 33(4), pages 1403-1427, December.
    7. Macías Washington & Cerviño Julio, 2017. "Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity," Management & Marketing, Sciendo, vol. 12(3), pages 346-360, September.
    8. Johan M. Berlin & Eric D. Carlström, 2015. "Cultural camouflage—a critical study of how artefacts are camouflaged and mental health policy subverted," International Journal of Health Planning and Management, Wiley Blackwell, vol. 30(2), pages 111-126, April.
    9. Yang, Shuai & Carlson, Jeffrey R. & Chen, Sixing, 2020. "How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Nelson Borges Amaral, 2020. "What can be done to address luxury counterfeiting? An integrative review of tactics and strategies," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 691-709, November.
    11. Melnyk, Valentyna & Giarratana, Marco & Torres, Anna, 2014. "Marking your trade: Cultural factors in the prolongation of trademarks," Journal of Business Research, Elsevier, vol. 67(4), pages 478-485.
    12. David C. Mauer & Natalia Villatoro & Yilei Zhang, 2022. "Brand equity and corporate debt structure," Journal of Business Finance & Accounting, Wiley Blackwell, vol. 49(7-8), pages 1077-1112, July.
    13. Femke van Horen & Rik Pieters & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 816-832.
    14. S. Umit Kucuk, 2016. "Exploring the Legality of Consumer Anti-branding Activities in the Digital Age," Journal of Business Ethics, Springer, vol. 139(1), pages 77-93, November.
    15. Anurag Dugar & Y. L. R. Moorthi, 2023. "Deliberately Causing Brand Confusion: State of the (Unfair) Art," Business Perspectives and Research, , vol. 11(1), pages 112-136, January.

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