Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity

Macias, Washington; Fernández, Julio Cerviño

doi:10.1515/mmcks-2017-0021

Cited by 3 publications

(2 citation statements)

References 29 publications

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“…This does not mean associations are not important; they have a positive effect over intentions at lower levels of awareness (recall or recognition). Studies in different contexts have shown that better associations positively influence the perceived value of the brand (or brand equity) (Buil et al , 2013; Yoo et al , 2000; Macias and Cerviño, 2019), which, in turn, has a positive effect on intentions (Buil et al , 2013; Yoo and Donthu, 2001) and desired behaviors (Macias and Cerviño, 2017). The present study represents a step forward contributing with evidence for agricultural supplies and services brands, showing a moderating and unexpected role of awareness that was consistent in two different samples.…”

Section: Discussionmentioning

confidence: 99%

Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands

Macias

Rodriguez

Arosemana-Burbano

et al. 2021

JADEE

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PurposeThe purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the proposed marketing variables: awareness, associations and evaluation of purchase determinants, and their relationship within the proposed methodology.Design/methodology/approachThe authors used data from surveys of 482 consumers of two agricultural brands in Ecuador (supplies, equipment and services). The authors applied linear multiple regressions estimated by generalized least squares with heteroskedasticity-robust standard errors. “Intention to repurchase” and “recommend” the brands were selected as dependent variables due to their relationship with brand value.FindingsBrand awareness and associations positively influence the two dependent variables. However, the interaction between brand awareness and associations is negative, suggesting that, for the upper level of awareness, associations have no effect over intentions. This result holds for both brands. Brand evaluation of purchase determinants was a significant predictor of intentions only for the brand which belongs to a product category in which the purchase decision process is more extensive and with more effort.Research limitations/implicationsThis study is focused only on agricultural brands, which limits the generalization of the findings.Originality/valueThe agricultural sector is very important in Ecuador due to its contribution to GDP and employment, and the country's position as the fifth exporter of bananas worldwide. Understanding consumer behavior is important for brands and firms' managers in order to preserve or increase brand value, for which a reliable valuation model is useful.

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Section: Discussionmentioning

confidence: 99%

Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands

Macias

Rodriguez

Arosemana-Burbano

et al. 2021

JADEE

View full text Add to dashboard Cite

show abstract

“…At the same time, possible negative effects of dilution by third party LPs should be considered (e.g. Macías and Cerviño, 2017).…”

Section: Introductionmentioning

confidence: 99%

Socio-demographic and lifestyle determinants of loyalty program participation in the Czech Republic

Formánek

Tahal

2017

Management &Amp; Marketing

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Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions

Macias

Fernández

2019

Review of Marketing Science

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The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brand equity dimensions. In addition, we explored the moderation effect of similarity between the unauthorized brand (junior brand) and the famous brand. An experimental design with four real famous brands and sixteen fictitious junior brands was applied to 617 undergraduate students from a large university in Ecuador. Hypotheses about the effect on brand equity dimensions and overall brand equity construct were tested using structural equation models. Results showed that awareness of a famous brand was not diluted by consumers’ exposure to junior brands. However, associations, perceived quality, loyalty and an overall construct of brand equity were diluted. There was evidence that similarity between famous and junior brands attenuated dilution. Therefore, considering that brand equity dimensions have desirable consequences on consumer behavior and firm value, this paper’s results highlight the importance of protecting brands against unauthorized use.

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Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity

Abstract: Abstract. Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use of the trademark by third parties (junior brands)

Cited by 3 publications

References 29 publications

Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands

Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands

Socio-demographic and lifestyle determinants of loyalty program participation in the Czech Republic

Unauthorized Use of Famous Brands and Its Impact on Brand Equity Dimensions

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