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Trademark 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:googlescopusUnauthorized use of famous brands and its impact on brand equity dimensions
ArticleAbstract: The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brPalabras claves:consumer-based brand equity, familiarity, similarity, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopus