Differentiating Between Product and Marketing Trademarks
Description
Trademarks are a unique instrument of the legal system that allows organizations and individuals to claim legal ownership over a symbol, word, or set of words that they believe represent their product/service or marketing efforts. Recent studies investigate new trademarks to gain insights into an organization’s product development and marketing innovation. My Barrett honors thesis is based on expanding a novel comprehensive dataset of new trademarks using state-of-the-art processing workflow techniques. I also examine the differentiating factors between new product and marketing trademarks. Finally, I investigate the effects of new trademarks on future cash flow from operations and return on assets.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2024-05
Agent
- Author (aut): Reisslein, Tom
- Thesis director: Faurel, Lucile
- Committee member: Hugon, Artur
- Contributor (ctb): Barrett, The Honors College
- Contributor (ctb): School of Accountancy
- Contributor (ctb): Department of Information Systems