Trademark Dilution: Empirical Measures for an Elusive Concept

Journal of Public Policy & Marketing, Vol. 19, No. 2, 2001

Posted: 15 Sep 2006  

Maureen Morrin

Temple University - Fox School of Business and Management

Jacob Jacoby

New York University (NYU) - Department of Marketing; New York University (NYU) - Leonard N. Stern School of Business

Multiple version iconThere are 2 versions of this paper

Abstract

Consumer researchers have conceptualized brand name dilution in terms of the potentially damaging effects that a company's own brand extensions can have on beliefs and attitudes toward its parent brands. A different form of dilution, trademark dilution, can also occur through the unauthorized use of a mark (brand, logo, etc.) by an entity other than its owner. With passage of the Federal Trademark Dilution Act in 1996, an increasing number of trademark dilution cases are being litigated. A recurring issue in these cases has been how to measure trademark dilution. This paper reviews the concept of trademark dilution and explores how recognition and recall based methods can be used for empirically assessing trademark dilution. The impact of brand familiarity and product category similarity on the extent of trademark dilution is also investigated. Implications, limitations, and areas for further research are discussed.

Suggested Citation

Morrin, Maureen and Jacoby, Jacob, Trademark Dilution: Empirical Measures for an Elusive Concept. Journal of Public Policy & Marketing, Vol. 19, No. 2, 2001. Available at SSRN: https://ssrn.com/abstract=930177 or http://dx.doi.org/10.2139/ssrn.231023

Maureen Morrin (Contact Author)

Temple University - Fox School of Business and Management ( email )

Philadelphia, PA 19122
United States

Jacob Jacoby

New York University (NYU) - Department of Marketing ( email )

909 Tisch Hall
40 West Fourth St
New York, NY
United States
212-998-0515 (Phone)
212-995-4006 (Fax)

New York University (NYU) - Leonard N. Stern School of Business ( email )

40 West 4th Street
909 Tisch Hall
New York, NY 10012
United States

Paper statistics

Abstract Views
537