If We Know the Difference What’S the Harm? the Effects of Brand Equity Misappropriation and Dilution

EXTENDED ABSTRACT - Recently, the United States Supreme Court ruled in favor of a small store against a world-famous lingerie manufacturer and retailer. The owners of the little shop, which sells lingerie and other Aadult novelty@ items, named their store AVictor’s Secret.@ Shortly after opening, they were sued by Victoria’s Secret, claiming protection of its brand name under the Federal Trademark Dilution Act of 1995. Trademark dilution refers to a decrease in brand equity (in the senior brand) that is created by the unauthorized use of the brand by a third party (the junior brand). Trademark dilution differs from the more familiar concept of trademark infringement in that it occurs in the absence of consumer confusion about the relationship between the senior and junior brands.



Citation:

Chris P. Pullig, Carolyn J. Simmons, and Richard G. Netemeyer (2004) ,"If We Know the Difference What’S the Harm? the Effects of Brand Equity Misappropriation and Dilution", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 654-655.

Authors

Chris P. Pullig, Baylor University
Carolyn J. Simmons, Washington and Lee University
Richard G. Netemeyer, University of Virginia



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Memory-Based Models of Predicting Inferences about Brand Quality

Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research

Read More

Featured

Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.