trademark is basically an intellectual property that helps the consumers to identify the products and make out a difference among the other products in the market. It protects the interest of the consumers as well as manufacturers in the industry. Registration of un conventional trademark in EU...

The recent of explosion of non-fungible tokens (“NFTs”) has raised various intellectual property issues, resulting in a number of lawsuits currently before federal courts. These suits are already raising novel questions in trademark law, and are presenting old but unsettled questions in a...

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...

The aim of this research was to examine the impact of social media marketing activities on brand trust and brand loyalty in the banking sector. Based on an online survey of 252 users who follow banking services suppliers on social media located in Saudi Arabia, data were gleaned and analyzed via...

Brands are widely regarded as a constellation of shared associations surrounding a company and its offerings. On the traditional view of brands, these associations are regarded as perceptions and attitudes in consumers’ minds in relation to a company. We argue that this traditional framing of...

Organizations strive to satisfy salient and unmet consumer needs by providing value through their products and services. If environmentally sustainable "green" brands successfully exist by addressing environmental issues in developed countries where environmental consciousness is high, there may...

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand...

The likelihood of confusion standard defines the scope of trademark infringement. Likelihood of confusion examines whether there is a substantial risk that consumers will be confused as to the source, identity, sponsorship, or origin of the defendants’ goods or services. This Article presents...

Retailers operating on marketplaces may infringe trademarks. While these retailers are liable as infringers under European Union law, the operator of the marketplace is not. The marketplaces’ obligations are limited to certain duties, such as taking down infringing offers on notice and...

Entrepreneurs and larger firms are waking up to the fact that there is a viable market for recycled, repaired, and even upcycled goods. There is also an increasing desire on the consumer end for more sustainable products as well as measures to reduce landfill and other product disposal harms to...

How many garment brands would need to change their behaviour in order to reach a ‘critical mass’ leading to widespread improvement in respect for human rights and the environment? And how should governance and regulatory efforts be designed to help achieve that critical mass? Using a...

Testing for and measuring habitual brand loyalty (HBL) is one of the classic questions in quantitative marketing. We propose a nonparametric test for HBL using a ``dynamic potential outcomes'' model that resolves the classic identification challenge of decoupling state dependence and unobserved...

This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the...

We develop a theory of collective brand reputation for markets in which product quality is jointly determined by local and global players. In a repeated game of imperfect public monitoring, we model collective branding as an aggregation of quality signals generated in different markets. Such...

Virtual cross-border medical tourism allows many residents in the United States to purchase brand name medicines from companies in Mexico without travelling there. Monthly economic reports indicate that the online brand name pharmaceutical product prices in Mexico are noticeably lower than the...

The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies...

The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The...

Objective - The purpose of this research is to discover the ways to implement aspects of interior branding in the interior of commercial and retail spaces. It seeks to articulate how space as an interior branding medium can convey the message of retail owners to visitors through retail interior...

Purpose of the study: This study explored to prove whether this relationship really exists or not. So author examined the case of a clothing brand. Three different types of customer satisfaction were distinguished: (i) satisfaction with the clothes; (ii) satisfaction with the sales service and...

Economic value has moved beyond delivering quality services to include distinctive brand experiences. Brand experiences are vital in developing brand loyalty and achieving business sustainability. Business performance, in particular, is influenced by customer loyalty directly through purchase...