LAUSR

Building Brand Assets: The Role of Trademark Rights

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1 Published in 2022 at "Journal of Marketing Research"

DOI: 10.1177/00222437221097108

Abstract: Trademarks play an important role in protecting intangible brand assets. However, the impact of trademark rights on brand assets has received little attention in the literature. The authors examine the impact of trademark rights on… read more here.

Keywords: brand assets; trademark; role; building brand ... See more keywords