کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017552 940306 2014 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Marking your trade: Cultural factors in the prolongation of trademarks
ترجمه فارسی عنوان
علامت گذاری تجارت شما: عوامل فرهنگی در تمدید علائم تجاری
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark characteristics, firm's characteristics, and firm's country of origin national culture. The dataset comprises a census of 2911 trademarks in the US software security industry across an eight-year period, belonging to firms originating from 11 countries. The results indicate that a firm's culture of origin has a systematic effect on the types of trademark the firm is more likely to prolong and on the length of the prolongation. The age of the trademark, the number of categories where a particular trademark is present, and the age of the firm increase the likelihood of a trademark's prolongation. Larger and more innovative firms tend to terminate their trademarks earlier.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 67, Issue 4, April 2014, Pages 478–485
نویسندگان
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