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Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity Cover

Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity

Management & Marketing
Volume 12 (2017): Issue 3 (September 2017)
By:  and    
Open Access
|Oct 2017
Authors

Authors

Washington Macías

wamacias@espol.edu.ec

Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas, Guayaquil, Ecuador

Julio Cerviño

Universidad Carlos III de Madrid, Universidad ESAN, Lima
DOI: https://doi.org/10.1515/mmcks-2017-0021 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 346 - 360
Published on: Oct 23, 2017
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Keywords:
trademark dilution,
blurring,
tarnishment,
brand equity,
similarity
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Business and economics,
Business management,
Marketing, sales, customer relations,
Business and economics,
Business management,
Entrepreneurship,
Business and economics,
Business management,
Business development, change management, cooperation

© 2017 Washington Macías, Julio Cerviño, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 12 (2017): Issue 3 (September 2017)
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