Trademark dilution analysis: A parody to El Chavo del 8

Abstract:

This study was conducted to determine whether a parody of the television series El Chavo del 8 caused dilution by tarnishment of the series or its characters. A methodology based on natural experiments, with viewers of several countries, was used. According to the results of two alternative tests, there is no evidence of tarnishment, and, on the contrary, the parody might have strengthened some of the evaluated attributes.

Año de publicación:

2016

Keywords:

• El Chavo del 8
• Natural experiments
• Dilution by tarnishment
• ETHNOCENTRISM

Fuente:

scopus