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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: Washington Macías and  Julio Cerviño  
Open Access
|Oct 2017

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
Publication frequency: 4 issues per year
Keywords:
trademark dilution,
blurring,
tarnishment,
brand equity,
similarity
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 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.

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