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on Intellectual Property Rights |
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Issue of 2020‒11‒02
four papers chosen by Giovanni Ramello Università degli Studi del Piemonte Orientale “Amedeo Avogadro” |
| By: | Yeshika Alversia (Faculty Economics and Business, Universitas Indonesia, Indonesia Author-2-Name: Sarah Dwi Septyani Author-2-Workplace-Name: Faculty Economics and Business, Universitas Indonesia, 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 - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their "ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers' self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context. Methodology/Technique - The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings - The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. Type of Paper - Empirical. |
| Keywords: | Brand Advocacy; Word of Mouth; Brand Love; Social Media; Self-expressive Brands. |
| JEL: | M31 M37 M39 |
| Date: | 2020–09–30 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr254&r=all |
| By: | Florian Ross (Kapósvar University, Doctoral School in Management and Organizational Sciences, Guba Sándor u. 40, 7400 Kapósvar, Hungary Author-2-Name: Author-2-Workplace-Name: 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 - The aim of this paper is to develop a baseline guide for the branding of hearing aids for use by Hearing Aid Retail Companies. Methodology/Technique - The individual dimensions of Kapferer's brand identity prism were analyzed and practically applied to the branding process of a Hearing Aid Retail Company. Findings - Each dimension plays a relevant role in a consistent branding process. The study concludes that Hearing Aid Retail Companies, particularly smaller ones, should focus on branding due to increasing competition to remain competitive in the market. Novelty - This paper deals with the practical implementation of Kapferer's brand identity prism in the context of Hearing Healthcare. It offers Hearing Healthcare Professionals a framework for the branding process. Type of Paper - Secondary Article – Editorial / Perspective Piece. |
| Keywords: | Branding; Marketing; Hearing Healthcare; Kapferer´s brand identity prism |
| JEL: | M31 M37 |
| Date: | 2020–09–30 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr249&r=all |
| By: | Klein, Michael A |
| Abstract: | Surveys of U.S. based multinational enterprises reveal that trade secret misappropriation by current and former employees remains a substantial impediment to conducting business in emerging markets. In this paper, I examine the consequences of strengthening legal protection against this employment related trade secret misappropriation in an open economy context. I develop a general equilibrium model featuring heterogenous firms that differ in both standard productivity and the degree to which they must expose employees to their trade secrets. To pre- vent employees from leaking trade secrets, firms offer an incentive compatible wage based on their individual exposure, and the common level of legal protection. Entry selection generates an endogenous distribution of firm specific wages and positive unemployment in equilibrium. Simulations of the calibrated model show that stronger legal protection stimulates multinational investment and increases aggregate productivity. However, these gains are distributed unevenly across workers, and many are worse-off following this reform. |
| Keywords: | Trade secrets; intellectual property rights, multinational firms, development |
| JEL: | F16 F23 O34 |
| Date: | 2020–10–06 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:103360&r=all |
| By: | Olasunkanmi Olusogo OLAGUNJU (Centre for Economic Policy Analysis and Research, Faculty of Social Sciences, University of Lagos, Nigeria Author-2-Name: Author-2-Workplace-Name: 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 research study examines the benefits and advantages associated with Intellectual Property Rights (IPRs) in Nigeria's ecosystem. It scrutinises the contributions of safety or security of heroic inventions and innovations to economic growth. Methodology/Technique - With the adoption of institutional theory, this study examines the pertinent legal instruments, administration and challenges of IPRs in Nigeria. The paper is specifically built on content analysis, key informant interviews, and expert insights which are used to unearth the institutional framework for transforming IPRs into sustainable economic or financial assets. Finding - Based on content validity of the research, it is concluded that IPRs can be transformed into sustainable economic wealth or tangible financial resources with the creation of institutional apparatus for mitigating theft, piracy or illegal transfer of IPRs in Nigeria as well as other developing nations. Consequently, some key policy suggestions necessary to secure IPRs for economic growth or optimal performance are espoused in this study. Novelty - The paper makes findings relevant to how institutional weaknesses actually spearhead the growth of theft, piracy and illegal exchange or utilisation of intellectual resources of Nigeria. Type of Paper - Review. |
| Keywords: | Institution; Rights; Economy; Property; Security; Administration. |
| JEL: | O31 O43 K21 O1 O17 |
| Date: | 2020–09–30 |
| URL: | http://d.repec.org/n?u=RePEc:gtr:gatrjs:gjbssr566&r=all |