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首页> 外文期刊>Journal of Business Research >Marking your trade: Cultural factors in the prolongation of trademarks
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Marking your trade: Cultural factors in the prolongation of trademarks

机译：标记您的交易：商标延长的文化因素

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摘要

Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark characteristics, firm's characteristics, and firm's country of origin national culture. The dataset comprises a census of 2911 trademarks in the US software security industry across an eight-year period, belonging to firms originating from 11 countries. The results indicate that a firm's culture of origin has a systematic effect on the types of trademark the firm is more likely to prolong and on the length of the prolongation. The age of the trademark, the number of categories where a particular trademark is present, and the age of the firm increase the likelihood of a trademark's prolongation. Larger and more innovative firms tend to terminate their trademarks earlier.
机译：保护商标名称和关联的商标在品牌战略中至关重要，但是对于决定商标延伸时间的因素知之甚少。为了解释商标的延长，研究估计了一个多层次的危害模型，该模型考虑了商标特征，企业特征和企业原产国民族文化。该数据集包括在过去八年中美国软件安全行业中2911个商标的普查，这些普查来自11个国家/地区。结果表明，公司的原产地文化对公司更可能延长商标的类型和延长时间具有系统的影响。商标的年龄，存在特定商标的类别数量以及公司的年龄会增加商标延长的可能性。更大，更具创新性的公司往往会更早地终止其商标。

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