nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2017‒10‒08
six papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. "The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable" By Hendra Pratama
  2. "Consumers’ Internal Meaning on Complementary Co-Branding Product by Using Osgood’s Theory of Semantic Differential" By Rachmat Kriyantono
  3. Imports and Intellectual Property Rights on Innovation in China By Chu, Angus C.; Shen, Guobing; Zhang, Xun
  4. "Digital Video as a Promotional Media and Brand Equity of a Product That has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)" By Ayuningtyas Yuli Hapsari
  5. "The Effectiveness of Information Architecture Design towards Brand Equity" By Bunga Indah Bayunitri
  6. Umbrella Branding in Pharmaceutical Markets By Suppliet, Moritz

  1. By: Hendra Pratama (Master of Management, Universitas Atma Jaya Yogyakarta, Indonesia Author-2-Name: Budi Suprapto Author-2-Workplace-Name: Universitas Atma Jaya Yogyakarta, Indonesia)
    Abstract: "Objective – This study was conducted to determine the effect of brand image, price and awareness toward brand loyalty through customer satisfaction. In this study, 260 questionnaires were distributed to Samsung smartphone holders. Methodology/Technique – This research was conducted in Indonesia with the object of the research being the Samsung brands in relation to smartphones. The criteria of the respondents used was consumers who have used Samsung smartphones at least twice. In this study, as many as 260 questionnaires were distributed. Findings – The results use multiple linear regression analysis, indicating that brand image and brand awareness significantly effect brand loyalty, while price does not have a significant effect on brand loyalty. Further, brand image significantly effects customer satisfaction. The study also found that customer satisfaction mediates the effect of brand image on brand loyalty. Novelty – The study uses original data to identify influences on brand loyalty."
    Keywords: Brand Awareness; Brand Image; Brand Loyalty; Customer Satisfaction; Price.
    JEL: L11 L15 M30
    Date: 2017–04–12
  2. By: Rachmat Kriyantono (School of Communication, Universitas Brawijaya, Indonesia)
    Abstract: "Objective – The research focuses on applying semantic meaning theory and semantic differential scale to marketing communication, particularly co-branding products strategy, as an external stimulus to the consumers. The research aims to evaluate a hypothesis that co-brands have different meaning from the consumers, however, the consumers would express more positive meaning –evaluation, activity, potency- toward a parent brand. Methodology – Although co-branding products have been in use for some time, there is surprisingly little quantitative empirical research on the subject. Findings – A survey on 100 respondents reveals that although co-brands –Avanza and Xenia- have identical products, they have different meaning from the consumers, and the consumers express more positive meaning –evaluation, activity, potency- toward Avanza rather than Xenia. Novelty – It contributes to develop the study of co-branding in Indonesia."
    Keywords: Co-branding Product, Indonesia, Marketing Communication, Osgood’s Semantic Differential, Semantic Meaning Theory.
    JEL: M31 M37
    Date: 2017–05–18
  3. By: Chu, Angus C.; Shen, Guobing; Zhang, Xun
    Abstract: In an open-economy R&D-based growth model with two intermediate production sectors, we find that strengthening intellectual property rights (IPR) has a positive effect on innovation in the sector that uses domestic inputs but both positive and negative effects on innovation in the sector that uses foreign inputs. We test these results using an empirical analysis of matching samples that combine Chinese provincial IPR data with industrial enterprises database and customs database.
    Keywords: Intellectual property rights; imports; knowledge spillovers; innovation
    JEL: F43 O31 O34
    Date: 2017–09
  4. By: Ayuningtyas Yuli Hapsari (Universitas Widyatama, Indonesia.)
    Abstract: "Objective – The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique – This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it is an age of active users of social media such as: Instagram, YouTube, Facebook, etc. This study also uses primary data is based on interviews during the pre-survey and distribute questionnaires. After that at the time of processing the data, this study using multiple regression analysis as a verification method to measure how much digital video as a media campaign on consumer buying interest as well as to determine how much influence the brand equity on consumer buying interest as active users of social media Findings – After passing the calculations using regression and t-test, promotion through social media consisting of online communities and forums, blogs and social networks has a very strong influence on consumer buying interest compared to brand equity. This can be enhanced by strengthening social networking through social media to increase product sales, many companies still believe that social media as a low-cost promotional media but can increase sales, more promotion in social media will increase brand equity in the minds of consumers, so that in the end will benefit both sides. Novelty – The research conducted in the context of Indonesia with original data on brand equity effect on confidence of consumers."
    Keywords: Digital Video; Promotion; Brand Equity; Consumer Buying Interest; Social Media.
    JEL: M31 M37
    Date: 2017–06–12
  5. By: Bunga Indah Bayunitri (Widyatama University, Bandung, Indonesia Author-2-Name: Savitri Putri Author-2-Workplace-Name: Widyatama University, Bandung, Indonesia)
    Abstract: "Objective – The paper aims to investigate the effectiveness of information architecture design towards brand equity in the case of GO-JEK company. Methodology/Technique – Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using t-test and F-test. The results of this research indicated that information architecture design is effective and also has a significant influenced on brand equity. Findings – The results show that design information architecture included in the criteria of ""Highly Effective"", this means that the customer respondents had a positive view of the effectiveness of design information GO-JEK architecture by using these indicators: The Principle of Object, Choice, Disclosure, Exemplars, Fronts-Doors, Multiple Classification, Focused Navigation, and Growth. Novelty – The study suggests that brand equity is influenced by the effectiveness of the design information architecture, then what should be done is the creation of effective information architecture."
    Keywords: "Application; Brand Equity; Effectiveness; Information Architecture Design; Online Service; Transportation. "
    JEL: M15 M31 M37
    Date: 2017–03–17
  6. By: Suppliet, Moritz
    Abstract: Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I exploit specific charac- teristics of market regulation in Germany to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs. Umbrella branding results in market expansion, particularly for generic firms which invest in OTC drug advertising. If the effect leads to more consumers of generic substitutes or to more patients in undertreated therapeutic areas, market expansion can have a positive effect on welfare.
    Keywords: umbrella branding; regulation; empirical io; pharmaceuticals ; marketing
    JEL: I3 L51 I1 M37 D22 C18
    Date: 2017

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