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Research article

First published 2021-9

Brand equity protection and new geographic dynamics evidence from franchising in Brazil

Muriel Fadairo, Joseph Kaswengi, Cintya Lanchimba [...]

Recherche et Applications en Marketing (English Edition)

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Research article

First published 2011-3

The Codevelopment of Trademark Law and the Concept of Brand Marketing in the United States before 1946

Ross D. Petty

Journal of Macromarketing

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Research article

First published 2011-9

The Risk of Brand Equity Erosion in the Social Media: The Efficacy and Limitations of Legal Instruments

Cédric Manara, Christophe Roquilly

Recherche et Applications en Marketing (English Edition)

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Research article

First published 2018-9

Hands off my Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Lawsuits

Larisa Ertekin, Alina Sorescu, Mark B. Houston

Journal of Marketing

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Research article

First published 2009-11

Consumer-Based Brand Equity and Firm Risk

Lopo L. Rego, Matthew T. Billett, Neil A. Morgan

Journal of Marketing

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Other

First published 2007-6

Prevention Effects of an Anti-Tobacco Brand on Adolescent Smoking Initiation

W. Douglas Evans, Jeanette Renaud, Jonathan Blitstein [...]

Social Marketing Quarterly

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Research article

First published 2022-2

Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?

Juliana Moreira Batista, Lucia S. G. Barros, Fabricia V. Peixoto [...]

Journal of Interactive Marketing

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Research article

First published 2026

The Differentiated Environment: Person–Thing Orientation and Feedback Effects

Malika Malika, Durairaj Maheswaran

Journal of Marketing

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