Protecting positioning innovations: the emergence of non-traditional trademark registrations
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DOI: 10.1007/s11002-018-9466-5
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- Sun, Wenbin & Ding, Zhihua & Xu, Xiaobo & Cui, Kacie, 2020. "Internationalization and firm default risk: The roles of environmental dynamism and marketing capability," Journal of Business Research, Elsevier, vol. 121(C), pages 142-153.
- Yougen Cao & Shengce Ren & Mei Du, 2022. "Strategic trademark management: a systematic literature review and prospects for future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 435-453, September.
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Keywords
Non-traditional trademarks; Positioning innovations; Probit model; Secondary data;
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