Cultural influences on global firms' decisions to cut the strategic brand ties that bind: A commentary essay
Today's global firms face increasing pressure to protect their brand identity from encroachments of copycat brands that seek to benefit from associations firms have established in the minds of consumers. This essay is a commentary to the article “Marking your trade: cultural factors in the prolongation of trademarks” by Melnyk, Giarratana and Torres that raises several important issues warranting further attention by researchers. This essay comments on the paper's contributions, limitations, and opportunities contributing to future research about trademark practices and strategies. Furthermore, the essay suggests useful extensions relative to the more general strategic issue of prolongation or abandonment of intangible brand assets in global markets and the dynamic interface between firm-created and consumer-created brand meaning.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
- Joy, Annamma & Sherry Jr., John F. & Deschenes, Jonathan, 2009. "Conceptual blending in advertising," Journal of Business Research, Elsevier, vol. 62(1), pages 39-49, January.
- Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 70-90, June.
- Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:486-488. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Shamier, Wendy)
If references are entirely missing, you can add them using this form.