Consumer researchers have conceptualized brand name dilution in terms of the potentially damaging effects that a company's own brand extensions can have on beliefs and attitudes toward its parent brands. A different form of dilution, trademark dilution, can also occur through the unauthorized...

Consumer researchers have conceptualized brand name dilution in terms of the potentially damaging effects that a company's own brand extensions can have on beliefs and attitudes toward its parent brands. A different form of dilution, trademark dilution, can also occur through the unauthorized...

Law-and-economics, an influential perspective among some in law (and possibly a few in economics), seeks to apply the basic assumption of economics? that people are rational maximizers (i.e., will try to get the most out of what they have)? to law. Rational Choice Theory provides the conceptual...