Building Brand Assets: The Role of Trademark Rights

Alexander Krasnikov; Satish Jayachandran

doi:10.1177/00222437221097108

Building Brand Assets: The Role of Trademark Rights

Alexander Krasnikov, Satish Jayachandran

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	1059-1082
Number of pages	24
Journal	Journal of Marketing Research
Volume	59
Issue number	5
DOIs	https://doi.org/10.1177/00222437221097108
State	Published - Oct 2022
Externally published	Yes

ASJC Scopus Subject Areas

Business and International Management
Economics and Econometrics
Marketing

Keywords

brand assets
design trademarks
difference-in-difference models
intellectual property rights
natural experiments
trademark networks
trademark rights
trademarks

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10.1177/00222437221097108

Cite this

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title = "Building Brand Assets: The Role of Trademark Rights",

keywords = "brand assets, design trademarks, difference-in-difference models, intellectual property rights, natural experiments, trademark networks, trademark rights, trademarks",

author = "Alexander Krasnikov and Satish Jayachandran",

note = "Publisher Copyright: {\textcopyright} American Marketing Association 2022.",

year = "2022",

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doi = "10.1177/00222437221097108",

language = "English",

volume = "59",

pages = "1059--1082",

journal = "Journal of Marketing Research",

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AU - Krasnikov, Alexander

AU - Jayachandran, Satish

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KW - design trademarks

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KW - intellectual property rights

KW - natural experiments

KW - trademark networks

KW - trademark rights

KW - trademarks

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JO - Journal of Marketing Research

JF - Journal of Marketing Research

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Building Brand Assets: The Role of Trademark Rights

ASJC Scopus Subject Areas

Keywords

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