Trademark dilution and the practice of marketing

Peterson, R A and Smith, K H and Zerrillo, P C (1999) Trademark dilution and the practice of marketing. Journal of the Academy of Marketing Science, 27 (2). p. 255.

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Abstract

This article considers the marketing implications of the Federal Trademark Dilution Act (FTDA) of 1995. The FTDA, an amendment to the Lanham Act, will influence the manner in which marketing is practiced well into the twenty-first century. Although the FTDA is specifically concerned with protecting famous trademarks from being diluted either by having their distinctiveness diminished or positive associations tarnished---by similar trademarks, its influence will not be limited to trademark or branding issues. Implications range from the allocation of advertising resources to the increased use of marketing research.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Zerrillo, P C
UNSPECIFIED
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of The University of Texas at Austin.
Uncontrolled Keywords: Product category, Brand equity, Marketing research, Brand extension, Market science spring
Subjects: Marketing
Depositing User: Ilayaraja M
Date Deposited: 16 Jul 2019 19:32
Last Modified: 16 Jul 2019 19:32
URI: http://eprints.exchange.isb.edu/id/eprint/1272
Publisher URL: https://doi.org/10.1177/0092070399272009
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0092-0703/
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