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Article(2)
Área de conocimiento
Marketing(2)
Año de Publicación
2017(2)
Trademark dilution and its practical effect on purchase decision
ArticleAbstract: This work aims to analyze the effect of unauthorized use of trademarks on its consumer-based brand ePalabras claves:Blurring, Brand Equity, Purchase decision, trademark dilution, Well-known trademarksAutores:Cerviño J., Washington MacíasFuentes:googlescopusTrademark dilution: Comparing the effects of blurring and tarnishment cases over brand equity
ArticleAbstract: Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use oPalabras claves:Blurring, Brand Equity, similarity, Tarnishment, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopus