nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2017‒07‒30
five papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. Consumer Perception and Comparative Analysis of sport shoes brand By Mit Shah
  2. Intellectual Property Rights, Multinational Firms and Technology Transfers By Sara Biancini; Pamela Bombarda
  3. Effect of Convergent Product Perception on Experiential Brand Loyalty: An Interactive Device Viewpoint By Anirban Chakraborty; Amit Tiwari
  4. To study the consumers buying behavior towards clothing Retail Brands in Ahmedabad city. By PADMAKSHI SHARMA
  5. External Employer branding tools used for attracting graduates by energy companies listed at Warsaw stock exchange By Magdalena Stuss; Agnieszka Herdan

  1. By: Mit Shah (Pandit Deendayal Petroleum University)
    Abstract: Indian economy has substantially changed in last 3 decades. The economic upliftment has given considerable purchasing power to Indian consumers. Now, Indian consumers are more inclined towards branded products. Specifically, youth is considerably influenced by the branding of the multinational companies in different product categories. This paper focuses on the comparison between marketing strategies of sports shoe brand i.e. Nike and Adidas in particular. Segmentation, Positioning and marketing mixes will be stated. Consumers perception while giving preferences to a particular brand will be told. Innovative market practices implemented by global brands as well as its influence on consumers will be stated. Consumers viewpoints will also be told. Lastly, conclusion and point of view from my side on comparative marketing strategy will be stated.
    Keywords: Consumers perception, Marketing strategy, Branding. Purchasing Power
    JEL: D40
    Date: 2017–07
  2. By: Sara Biancini; Pamela Bombarda (Université de Cergy-Pontoise, THEMA)
    Abstract: Intellectual property rights (IPR) protect firms from imitation and are considered crucial to promote innovation and technological diffusion. This paper examines the im- pact of IPR on import sourcing decisions of multinationals. We consider a framework in which multinational firms offshore production of an intermediate good in a developing country. Firms can either decide to import the intermediate from vertically integrated producers, or from independent suppliers. In both cases, offshoring part of the produc- tion process embodies a risk of imitation. The model predicts that, under reasonable assumptions, stronger IPR encourage by a larger extent the imports of intermediates through vertical integration. Using U.S. Related-Party Trade database, we find empiri- cal evidence supportive of the positive link between level of IPR and the relative share of imports from vertically integrated manufacturers.
    Keywords: Intellectual Property Rights, MNF, FDI, outsourcing, international trade.
    JEL: F23 F12
    Date: 2017
  3. By: Anirban Chakraborty (Indian Institute of Management Lucknow); Amit Tiwari (Indian Institute of Management Lucknow)
    Abstract: The profusion of convergent products is a reigning paradigm & key characteristic of contemporary products. The boundaries between products are disappearing rapidly due to convergence. In this study, we propose a conceptual model and theorise about the impact of convergent product dimensions on brand loyalty mediated through user experience. In the effort to understand convergent product perception more carefully, this study proposes six attributes of convergent product: Usefulness, Ease of use, Aesthetics, Innovativeness of technology, Self-expression, Entertainment. It is the user experience, arising as a consequence of convergent product usage that can lead to brand loyalty. The proposed model thus sees user experience as an mediating factor when it comes to the relationship between convergent product perception and brand loyalty. It is pertinent that each element of the convergent product should enhance the experience of the consumer while using the product on a day to day basis. This study integrates three branches of literature viz. convergent product literature, brand loyalty, and user experience literature; This makes the work a novel attempt to integrate concepts of convergent product dimensions, user experience, and brand loyalty. Regarding contribution, this study should provide an indication to the designers and marketers, what Convergent product dimensions are considered most important by the user as well as their contribution to the market success of a convergent product. The model can also be used as a tool to ensured success of a particular convergent product which provides different levels of the dimension of convergent product.
    Keywords: Convergent product, Brand loyalty, User Experience, Entertainment
    JEL: M31
    Date: 2017–07
    Abstract: Clothing sector is one of the oldest industries in India. India is witnessing change in lifestyle of large section of population. Clothing also forms to be a basic need of living. To understand the consumer behavior concerning to leading clothing brands. Consumers give importance to brands and relate their prestige with different brands. They see brands in different perspectives and expect better quality of brands. For the consumers to identify their needs to understand how they behave what influences them to buy particular clothing brand what process they follow while selecting a product or service. Consumer attributes (like brand consciousness, social class & other factors personal characteristics) were explored in relation to the purchase behavior of the youth. Also this paper helps to understand that what the reasons consumers make for purchasing the product. Also study how factors influence consumer purchases. The purpose of the research is to investigate the youth in the city of Ahmedabad to understand if any factors affect their buying behavior for clothes.
    Keywords: Consumer Perception, Consumer Buying behavior, Clothing retail brand
    Date: 2017–07
  5. By: Magdalena Stuss (Uniwersytet Jagiello?ski, Instytut Ekonomii, Finansów i Zarz?dzania); Agnieszka Herdan (University of Greenwich)
    Abstract: As business environment face many challenges employer branding became an important part of long term strategy. It is expected that companies will try manage the awareness and perceptions of current and potential employees, and related. Companies try to develop their image as an employer of choice the one who employee wants to work for and associate with. Many researchers emphasise that such approach should allow to recruit and retain the best workforce. Thus the company should use various channels and tools to demonstrate attractiveness and benefits to prospective employees'. It should show the uniqueness of the firm and distinguish from competitors and draw employees to that company. Employer branding is very often divided into external branding and internal branding. Internal employer branding is concentrates on creating a friendly work atmosphere, building opportunities for development and growth for employees inside the organization. On the other hand external employer branding focus on building company image that increase candidates' and market awareness of the brand(company) and the advantages of working for it..This paper will look at which external employer branding tools are mostly used by energy sector companies' listed at Warsaw Stock Exchange. It will also investigate similarities and differences within this sector. The content analysis reveals that in energy sector companies use similar external employer branding tools to attract talents such as social media, job fairs, companies websites. However the collaboration with universities still use old fashion approach of mainly guest lectures. More interactive approaches such as brand ambassadors, on Campus designates events or open days are still rather rare practise
    Keywords: Employer branding, human resource management, HR marketing
    JEL: J24
    Date: 2017–07

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