nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2021‒04‒19
four papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. How to project action through the sound of brand names? By Jamel Khenfer; Caroline Cuny
  2. New Indicator of Science and Technology Inter-Relationship by Using Text Information of Research Articles and Patents in Japan By MOTOHASHI Kazuyuki; KOSHIBA Hitoshi; IKEUCHI Kenta
  3. Antecedents of Luxury Brand Hate : A Quantitative Study By Douglas Bryson; Glyn Atwal; Peter Hultén; Klaus Heine
  4. Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands By Jamel Khenfer; Steven Shepherd; Olivier Trendel

  1. By: Jamel Khenfer (Zayed University); Caroline Cuny (GEM - Grenoble Ecole de Management)
    Abstract: Objectives/research questions: Brand names not only serve to identify specific products and services, but also to convey information. Such information may depend on the sound of the word—independent of its semantic meaning. In this research, we propose that plosive consonants such as [b], [d], [p], and [t] (vs. fricative consonants such as [f], [l], [s], and [s]) elicit the feeling of doing something because of the articulatory movements their pronunciation requires. Method/ approach We ran three experimental studies in a behavioral lab with samples composed of French-speaking participants. Results Study 1 relies on implicit measures to demonstrate that plosive consonants are unconsciously associated with the semantic concept of action. Studies 2 and 3 put this property to the test in the context of threats to personal control. If plosive consonants can simulate action, threats to personal control should increase the perceived attractiveness of brand names that include such sounds since threats to personal control have been shown to trigger a willingness to act. Managerial/societal implications: Our results suggest that managers can project action based on the sounds of their brands—independently of their semantic meaning. Originality The demonstration of the capacity of plosive consonants to evoke action relies on the use of implicit measures and the replication of the observed effect across several studies.
    Keywords: action,brand linguistics,brand management,brand name,personal control,sensory marketing
    Date: 2021
  2. By: MOTOHASHI Kazuyuki; KOSHIBA Hitoshi; IKEUCHI Kenta
    Abstract: In this study, the text information of academic papers (about 2.3 million) published by Japanese authors and patents filed with the Japan Patent Office (about 12 million) since 1990 are used for analyzing the relationship between science and technology. Specifically, a distributed representation vector using the title and abstract of each document is created, then neighboring documents to each are extracted using cosine similarity. A time trend and sector specific linkage of science and technology are identified by using the count of neighbor patents (papers) for each paper (patent). It is found that the number of patents with similar technical contents of paper decreased over time while the number of papers with similar contents of patent increased. This can be interpreted as meaning that first scientific papers advance the frontiers of science, and then technological progress (in the form of patents) follows, in fields where substantial scientific knowledge already existed. This paper proposes a new methodology of measuring science and technology linkage by using text information as a complement to traditional indicators based on non-patent literature citations of patents.
    Date: 2021–03
  3. By: Douglas Bryson (emlyon business school); Glyn Atwal; Peter Hultén; Klaus Heine
    Abstract: This study analyses the relationships of the antecedents of "extreme negative affect" toward luxury brands. The results show that the first‐order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand, and negative word‐of‐mouth. The following three strategic approaches: (a) proactive, (b) neutral, and (c) reactive can be considered as a template to address the causes and implications of brand hate.
    Keywords: Luxury branding,brand hate,consumer brand relationship,consumer dissatisfaction
    Date: 2021–01–01
  4. By: Jamel Khenfer (Zayed University); Steven Shepherd (Oklahoma State University [Stillwater]); Olivier Trendel (GEM - Grenoble Ecole de Management)
    Keywords: brand preference,power,customer empowerment,perceived competence,self-efficacy
    Date: 2020–09–01

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