Hands off my Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Lawsuits
Abstract
Well-known brands are frequently imitated, misused, or tampered with. Firms facing these threats routinely turn to the legal system and file trademark infringement lawsuits in an attempt to prevent revenue losses and brand equity dilution. In this article, the authors address the largely unexplored issue of brand protection. First, they categorize all major types of trademark infringement. Second, using signaling and prospect theories, they...
Paper Details
Title
Hands off my Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Lawsuits
Published Date
Sep 1, 2018
Journal
Volume
82
Issue
5
Pages
45 - 65
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