Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence

By A. Krasnikov, Saurabh Mishra, David Orozco. 2009

247 citations recorded by the source corpus.

Subfields: Marketing, Visual Arts and Performing Arts

View Paper: https://www.semanticscholar.org/paper/0e29f86269b13a6b0b419dab94e140a81b263758

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. M. Flikkema
2. Tobias Schoenherr
3. Ard-Pieter de Man
4. Craig R. Carter
5. Sachin B. Modi
6. Carolina Castaldi
7. Stephan M. Wagner
8. Helen Walker

Citations in the corpus

• Research opportunities in purchasing and supply management (2012, background): “While this relationship has been demonstrated for other functions, such as marketing (e.g. Krasnikov et al. 2009) and operations/supply chain management (e.g. Hendricks et al. 2009), research on these aspects in PSM has remained sparse.”
• Are Trademark Counts a Valid Indicator of Innovation? Results of an In-Depth Study of New Benelux Trademarks Filed by SMEs (2014, background): “Here firms apply for trademarks to be able to build brand equity and hence customer loyalty (Keller and Lehmann, 2006; Krasnikov et al., 2009).”