IDEAS home Printed from https://ideas.repec.org/a/eme/mrrpps/v35y2012i9p758-769.html
   My bibliography  Save this article

Using the law to protect the brand on social media sites

Author

Listed:
  • Ross D. Petty

Abstract

Purpose - The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties. Design/methodology/approach - Qualitative research of articles, news stories, court decisions and statutes was conducted. Various legal concerns and theories were developed from this information. Findings - The various legal theories were organized into a three‐category framework: Monitoring; 'Mposters; and Message. Practical implications - This framework should be useful to brand managers to protect their brand against unauthorized use, imitation or unfavourable affiliations in social media. Originality/value - This work is the first to develop a managerial framework of legal issues to address unauthorized and unfavourable use of a brand identity in social media.

Suggested Citation

  • Ross D. Petty, 2012. "Using the law to protect the brand on social media sites," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 758-769, August.
    • Handle: RePEc:eme:mrrpps:v:35:y:2012:i:9:p:758-769
    DOI: 10.1108/01409171211255939
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/01409171211255939/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/01409171211255939/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/01409171211255939?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. S. Umit Kucuk, 2016. "Exploring the Legality of Consumer Anti-branding Activities in the Digital Age," Journal of Business Ethics, Springer, vol. 139(1), pages 77-93, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:mrrpps:v:35:y:2012:i:9:p:758-769. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.