nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2023‒05‒08
two papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. Factors of formation of customer loyalty to the baby food brand By Alieva Arzu
  2. On The Role of Trademarks: From Micro Evidence to Macro Outcomes By Emin Dinlersoz; Nathan Goldschlag; Mehmet Yorukoglu; Nikolas Zolas

  1. By: Alieva Arzu (Department of Economics, Lomonosov Moscow State University)
    Abstract: Loyalty management is a prerequisite for maintaining the competitiveness of companies and brands. The specifics of loyalty formation significantly depend on the characteristics of customer behavior in a particular market. This article is aimed at empirical identification of factors of customer loyalty in the baby food market. Based on a series of in-depth interviews and a quantitative online survey, the main factors of forming loyalty to the baby food brand are identified, among which expert recommendations occupy a special place and trust. Based on the results obtained, recommendations on loyalty management for players in the baby food industry have been developed.
    Keywords: baby food, customer loyalty, brand loyalty, consumer behavior
    JEL: M30 M31 M37
    Date: 2023–01
  2. By: Emin Dinlersoz; Nathan Goldschlag; Mehmet Yorukoglu; Nikolas Zolas
    Abstract: What are the effects of trademarks on the U.S. economy? Evidence from comprehensive firm-level data on trademark registrations and outcomes suggests that trademarks protect firm value and are associated with higher firm growth and marketing activity. Motivated by this evidence, trademarks are introduced in a general equilibrium framework to quantify their aggregate effects. In the model, firms invest in product quality and marketing to build a cus tomer base subject to depreciation. Firms can register trademarks to protect their customer base and reduce the cost of informing consumers. The model’s predictions on the incidence and timing of trademark registrations, as well as firm growth and advertising expenditures, are consistent with the empirical evidence. Analysis of the calibrated model indicates that the U.S. economy with trademarks generates higher product variety, quality, and welfare, along with higher concentration, compared to the counterfactual economy with no trademarks.
    Date: 2023–03

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