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Influence of TM dilution on brand attitude (Trademark (TM) dilution…
Influence of TM dilution on brand attitude
Trademark (TM) dilution
Refers to when a TM becomes less distinct, due to blurring or tarnishment
When
blurred
that brands character becomes less
distinct
When
tarnished
the brands reputation becomes less
favorable
Legal protection depends on being able to prove that there is probability of substantial economic harm
Marketing response depends on understanding the effect of dilution on the brand
When a TM has been diluted, KNOW how to respond
Purpose of study
1) Investigate the
influence
of TM dilution on components of
brand attitude
(affect,cognition,attitude strength & accessibility,conation) as well as an
antecedent
(brand familiarity) and
consequence
(brand loyalty)
2) Propose and illustrate an empirical methodology to conduct such investigation
Research parameters
Influence(effect) investigated ITO
2) Impact (actual or potential)
3) extent or meaningfulness
1) Nature (harmful or beneficial)
Dilution is defined as:
tarnishing
or
blurring
Brand equity is defined as: Components of
brand attitude
(higher level brand value creator)
For research hypotheses and methodology please refer to notes
Results
Over all tarnishment showed was significantly more harmful than blurring, in some instances blurring was beneficial