探索测量商标通用性时附带引物的影响

IF 4 Q2 BUSINESS Journal of Brand Management Pub Date : 2024-09-05 DOI:10.1057/s41262-024-00369-6

Robert A. Peterson, Jeffrey A. Peterson

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引用次数: 0

摘要

由于商标是公司最有价值的资产之一，因此在特定词语或术语是注册商标、能够成为注册商标，还是仅仅是一个通用术语（任何人都可以使用）的问题上，争议时有发生。本研究采用一种流行的调查方法，探讨了在测量商标通用性时附带引物可能产生的影响。我们研究了四项案例研究，并进行了两项在线实验，以调查紧接着目标术语之前的占位术语在多大程度上会引发或影响将目标术语归类为品牌名称或通用名称。案例研究和实验结果表明，"先入为主 "会对人们将词语视为品牌名称或普通名称产生重要但细微的影响。

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Exploring the effect of incidental priming when measuring trademark genericism

Because trademarks are among a company’s most valuable assets, disputes arise as to whether a particular word or term is a registered trademark, is capable of becoming a registered trademark, or is simply a generic term, one that anyone can use. The present research explored the possible effect of incidental priming when measuring trademark genericism using a popular survey approach. Four case studies were examined, and two online experiments were conducted to investigate the extent to which placeholder terms immediately preceding a target term can prime or influence categorization of that target term as a brand name or common name. The results of the case studies and experiments revealed that priming can have a significant but nuanced influence on perceptions of terms as brand names or common names.

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来源期刊

Journal of Brand Management

CiteScore

8.80

自引率

9.80%

发文量

期刊介绍： The Journal publishes original and insightful peer-reviewed articles as well as industry-based case studies plus invited expert commentaries and editorials which rigorously consider:models and theories effectively used in brand management research and practicehow the world's leading companies are managing their brandsthe latest thinking techniques and initiatives used by agencies and consultantscurrent case studies which explore leading organisations' practical experiences the problems faced and the lessons learnedapplied research from leading business schools research institutes and universitiesIf after reading the aims and scope you consider your article potentially relevant you may submit your work?for consideration as per the?normal process. The Journal Editors do not ordinarily discuss potential suitability of articles prior to submission.The Journal also regularly publishes themed special issues and is essential reading for brand strategists in both private and public sector organisations and academics in universities and business schools - including:Professors and LecturersMaster MBA and PhD studentsBrand ResearchersMarketing and Branding ConsultantsHeads of Branding Brand Directors and ManagersMarketing DirectorsBusiness Development ManagersHeads of Corporate CommunicationsCEOs and Managing DirectorsAgency DirectorsPlanning Directors and Strategic PlannersIP Lawyers and Patent AttorneysTopics covered include but are not limited to:Online or Digital BrandingBrand Metrics and/or AnalyticsLuxury BrandingBrand Ethics and/or Corporate Social ResponsibilityBrand and Finance Brand Reputation Identity and ImageBrand Relationship Loyalty or LoveBranding and TechnologyBranding Innovation and/or R&DBrand Valuation Integrated Brand CommunicationBrand ManagementBrand EquityBrand Community (Online)Product BrandingService BrandingBusiness-to-Business BrandingRetail BrandingPrivate Label Branding Brand Heritage and History Qualitative and Quantitative Brand ResearchBrand Architecture and PortfoliosBrand Alliances and MergersCorporate Brand ManagementBrand ExperienceBrand CrisesBrand CounterfeitsBrand and LawBrand Extension and Brand Growth Brand Credibility and TrustOpen Brand ManagementBrand Elements (Logo Naming Packaging etc.)Branding for Profit and Non-Profit OrganisationsBrand Co-creation Brand Research Methods