nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2018‒11‒05
eight papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. Causal Effects of Software Patents on Firm Growth: Evidence from a policy reform in Japan By YAMAUCHI Isamu
  2. Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years By Rex Yuxing Du; Mingyu Joo; Kenneth C. Wilbur
  3. Store Brand Familiarity as a Moderating Variable on the Effect of Personal Involvement on Store Brand Buying Intention By Muhartini Salim
  4. Soda consumption and brand loyalty By Gonzalez, Julia
  5. Brand and Retailer Loyalty among Large U.S. Farmers By Sellars, Sarah
  6. Collaborative Knowledge Creation: Evidence from Japanese patent data By MORI Tomoya; SAKAGUCHI Shosei
  7. Effect of social media marketing on brand equity with special reference to academic institutions? By Danish Ahmad Khan; Tehreen Arif; Mariam Danish
  8. Trademarks, Firm Longevity and IPO Underpricing By Drivas, Kyriakos; Gounopoulos, Dimitrios; Konstantios, Dimitrios; Tsiritakis, Emmanuel

  1. By: YAMAUCHI Isamu
    Abstract: The patentability of software dramatically expanded in the United States, European Union, and Japan during the 1990s. Using the exogenous policy change, this paper identifies the causal effect of filing software patents through the policy reform on the firms' subsequent growth. We find that small software firms as well as large firms increase software patent applications due to the expansion of patentable subject matter. However, the results show that such patent explosion has an insignificant effect on larger firms' performance, while it improves the subsequent performance of small and medium-sized enterprises (SMEs). We also find that the number of patent attorneys in the same prefecture has a significant effect only for small firms, which is the main driving factor of improving the firm's performance. These results suggest that broadening the scope of software patents does contribute to innovation, especially for SMEs with a small patent portfolio and business assets through decreasing the cost of patenting activity.
    Date: 2018–09
  2. By: Rex Yuxing Du; Mingyu Joo; Kenneth C. Wilbur
    Abstract: Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 billion spent on ads by 575 regular advertisers over a five-year period, approximately 37% of all ad spend measured between 2008 and 2012. Inclusion of brand/quarter fixed effects and industry/week fixed effects brings parameter estimates closer to expectations without major reductions in estimation precision. The findings indicate that (i) national traditional ads increase perceived quality, perceived value, and recent satisfaction; (ii) local traditional ads increase perceived quality and perceived value; (iii) digital ads increase perceived value; and (iv) competitor ad effects are generally negative.
    Date: 2018–09
  3. By: Muhartini Salim (University of Bengkulu, Indonesia Author-2-Name: Praningrum Author-2-Workplace-Name: University of Bengkulu, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)
    Abstract: Objective - This study aims to examine the influence of personal involvement and store brand familiarity on store brand buying intentions at a store named Indomaret in Bengkulu City. This study also examines how store brand familiarity, as a moderating variable, influences personal involvement of store brand purchases. Methodology/Technique - The data in this study is obtained from a questionnaire distributed to 200 respondents who shop for store brand products at Indomaret in Bengkulu City. The method of analysis used is the SmartPLS 2.0 as a statistical technique was used to identify the variables studied. Findings - The results clearly show that personal involvement and store brand familiarity both have a partial effect on store brand buying intention. Further, store brand familiarity does not have a moderating effect on personal involvement in store brand buying intention. Novelty - The findings of this study are the first to identify store brand familiarity as moderating variable in the study of the influence of personal involvement on store brand buying intention.
    Keywords: Personal Involvement; Store Brand Familiarity; Store Brand Buying Intention.
    JEL: M30 M31 M39
    Date: 2018–09–29
  4. By: Gonzalez, Julia
    Keywords: Demand and Price Analysis, Industrial Org./Supply Chain Management, Food Safety and Nutrition
    Date: 2018–06–20
  5. By: Sellars, Sarah
    Keywords: Agribusiness Economics and Management, Production Economics, Ag Finance and Farm Management
    Date: 2018–06–20
  6. By: MORI Tomoya; SAKAGUCHI Shosei
    Abstract: In this paper, we quantitatively characterize the mechanism of collaborative knowledge creation at the individual researcher level a la Berliant and Fujita (2008) by using Japanese patent data. The key driver for developing new ideas is found to be the exchange of differentiated knowledge among collaborators. To stay creative, inventors seek opportunities to shift their technological expertise to unexplored niches by utilizing the differentiated knowledge of new collaborators in addition to their own stock of knowledge. In particular, while collaborators' differentiated knowledge raises the average cited count, average (technological) novelty, and the quantity of patents for which an inventor contributes to the development, it has the largest impact on the average novelty among the three.
    Date: 2018–10
  7. By: Danish Ahmad Khan (Bahria University); Tehreen Arif (Bahria University); Mariam Danish (MD Solutions)
    Abstract: This particular research is being conducted to identify and review the effect of social media marketing on brand equity with special reference to academic institutions. Social media marketing plays a significant role nowadays it has a huge impact on online businesses in the context of academic institutions. The nature of the research is descriptive which requires more and more relevant data through the respondents. The data collection approach is to develop a questionnaire and floated among the respondents and the data has been analyzed through the quantitative research. The area of the study is pure academic institutions customer?s i-e students, employees, and teachers.Social media is a predominant marketing tool greatly used by online businesses in order to reach out to the maximum number of people. Whereas building brand equity is one of the central point of research for several marketers for a very long period. Marketers have used various techniques in order to increase their brand equity but the most significant tool nowadays which affects the brand equity of a particular institution is the social media marketing. The aim of this study is to determine the effect of social media marketing on brand equity with special reference to academic institutions. The study further illustrates the introduction and background of the research followed by critical analysis of the literature. The nature of this study is descriptive; survey has been done through online questionnaire and data has been collected from 200 respondents. The data analysis method for this particular research is quantitative data analysis technique and the data has been analyzed with the help of SPSS software. Evident by findings, there is a significantly positive relationship between social media marketing and brand equity with special reference to academic institutions. The study adds greater value to the academic institutions in case of increasing the brand equity by establishing and employing the main characteristics of social media marketing.
    Keywords: Social Media marketing, Academic institutions, Brand equity; Brand association, Brand loyalty, Perceived quality, and Brand awareness, Pakistan.
    Date: 2018–07
  8. By: Drivas, Kyriakos; Gounopoulos, Dimitrios; Konstantios, Dimitrios; Tsiritakis, Emmanuel
    Abstract: We examine the role of trademarks in firm longevity and IPO underpricing. We borrow arguments from asymmetric information theory and juxtapose alternative explanations to uncover which approach best describes the underpricing phenomenon with the aid of trademarks relationship to firm longevity. We further argue that TMs that are associated with physical products are more likely to reduce information asymmetries than TMs associated with services. Therefore, we posit that TM activity by firms in the service industries is more likely to increase underpricing while in the case of the manufacturing firm’s TM activity is less (or not) likely to result to increased underpricing. We collect 2,275 US IPOs from 1997-2016 and we find that on average the presence of trademarks in a firm’s portfolio increases underpricing. We link our results with the extant literature and provide evidence which supports that higher trademark activity is associated with firm longevity and signaling quality through IPO underpricing.
    Keywords: Trademark valuation, IPO underpricing, USPTO, information asymmetry, industry analysis.
    JEL: G10 G14 G39 O30 O34
    Date: 2018–10–10

This nep-ipr issue is ©2018 by Giovanni Ramello. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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