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on Intellectual Property Rights |
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Issue of 2017‒04‒09
four papers chosen by Giovanni Ramello Università degli Studi del Piemonte Orientale “Amedeo Avogadro” |
| By: | Revilla Hernández, Mercedes; Santana Talavera, Agustín; Parra López, Eduardo |
| Abstract: | The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations. |
| Keywords: | Co-creation of brand image, user generated content, social networking, projected image, branding online |
| JEL: | L83 M1 M31 O1 |
| Date: | 2016–06–12 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:77595&r=ipr |
| By: | Magali Jara (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes); Jean-Marc Ferrandi (LARGECIA - ONIRIS - Ecole Nationale Vétérinaire Agroalimentaire et de l'Alimentation Nantes Atlantique, LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes) |
| Abstract: | This research extends findings on the retail brand equity in measuring the impact of its antecedents on the loyalty to the brand and to the store. This article raises questions about the sustainable created value by standard retail brands mostly oriented to functional components. The retail branding policy and store formats moderate results. This research adopts a PLS-Path modeling to test the retail brand equity model and its variations and then to provide a synthetic calculation of the retail brand equity. Results show that the standard retail brand equity leads to the loyalty to the brand and to the store. It varies according to: 1) the store brand policy (store’s own-named) appears to be a winning option maximizing the loyalty; 2) the “popular store” format - combining supermarket and department store - reinforces the sustainable relationship with customers because of the high level of service. By calculating scores, Carrefour brand maximizes the relationships within the model. |
| Keywords: | Retail brand equity,loyalty,retail branding policies,retailer positioning |
| Date: | 2017–02–10 |
| URL: | http://d.repec.org/n?u=RePEc:hal:wpaper:hal-01465177&r=ipr |
| By: | Doherr, Thorsten |
| Abstract: | Usually patent data does not contain any unique identifiers for the patenting assignees or the inventors, as the main tasks of patent authorities is the examination of applications and the administration of the patent documents as public contracts and not the support of the empirical analysis of their data. An inventor in a patent document is identified by his or her name. Depending on the patent authority the full address or parts of it may be included to further identify this inventor. The goal is to define an inventor mobility index that traces the career of an inventor as an individual with all the job switches and relocations approximated by the patents as potential milestones. The inventor name is the main criteria for this identifier. The inventor address information on the other hand is only of limited use for the definition of a mobility index. The name alone can work for exotic name variants, but for more common names the problem of namesakes gets in the way of identifying individuals. The solution discussed here consists in the construction of a relationship network between inventors with the same name. This network will be created by using all the other information available in the patent data. These could be simple connections like the same applicant or just the same home address, up to more complex connections that are created by the overlapping of colleagues and co-inventors, similar technology fields or shared citations. Traversal of these heuristically weighted networks by using methods of the graph theory leads to clusters representing a person. The applied methodology will give uncommon names a higher degree of freedom regarding the heuristic limitations than the more common names will get. |
| Keywords: | inventor disambiguation,patents,fuzzy search,heuristic method |
| JEL: | C81 C63 |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:zewdip:17018&r=ipr |
| By: | Aiello, Francesco; Albanese, Giuseppe; Piselli, Paolo |
| Abstract: | This paper evaluates the impact of R&D public support on the innovation activities of a sample of Italian SMEs. Unlike most of the literature, the analysis focuses more deeply on the innovation output than on the innovation input. The innovation output is measured through patent data. By using a new data set obtained by combining information from EPO records and the Capitalia data set on Italian corporations, we find that publicly supported firms have similar patenting activity to other R&D performers, regardless of the type of policy tool used to foster innovation. However, as far as patenting is concerned, supported SMEs face higher R&D spending than others. |
| Keywords: | Patents; R&D policy support; SMEs |
| JEL: | C21 L1 O31 O38 |
| Date: | 2017–03–27 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:77955&r=ipr |