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Management & Marketing
Volume 12 (2017): Issue 3 (September 2017)
Open Access
Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity
Washington Macías
Washington Macías
and
Julio Cerviño
Julio Cerviño
| Oct 23, 2017
Management & Marketing
Volume 12 (2017): Issue 3 (September 2017)
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Published Online:
Oct 23, 2017
Page range:
346 - 360
DOI:
https://doi.org/10.1515/mmcks-2017-0021
Keywords
trademark dilution
,
blurring
,
tarnishment
,
brand equity
,
similarity
© 2017 Washington Macías et al., published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Washington Macías
Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas
Guayaquil, Ecuador
Julio Cerviño
Universidad Carlos III de Madrid, Universidad ESAN
Lima