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- W3121193784 abstract "Powerful brands dominate our transnational landscapes. Brand value — referred to in law as trademark goodwill — is co-created by trademark owners and the consumers of their products and services. Commonly defined as all possible sources of consumer patronage, trademark goodwill is increasingly impacted by networked digital technologies including social media. These technologies affect the highly dynamic process of trademark goodwill formation by shortening the distance between value adding or subtracting stakeholders in global markets and cross-border supply chains. Trademark goodwill is critically important not only for business ability to attract and retain customers, but also for its regulatory capacity to signal process characteristics such as environmental impact or labor standards. This Article focuses on the roles of trademark goodwill in social responsibility signaling of sustainability standards as one key informational component of corporate social responsibility. In this view of trademark goodwill, brands provide a highly public platform for interaction by firms and their customers in order to further various public and private policies. Brand value could play a more significant role in conveying robust corporate social responsibility efforts, thereby creating market-differentiation mechanisms for brand owners, as well as improving firm efficiency and supply chain sustainability. This might also contribute to more meaningful choices for consumers participating in now ubiquitous global value networks. In short, trademark goodwill performs a critical public communicative function and therefore is a key public good within a regulatory governance framework." @default.
- W3121193784 created "2021-02-01" @default.
- W3121193784 creator A5001849912 @default.
- W3121193784 date "2017-01-01" @default.
- W3121193784 modified "2023-09-27" @default.
- W3121193784 title "Trademark Goodwill as a Public Good: Brands and Innovations in Corporate Social Responsibility" @default.
- W3121193784 hasPublicationYear "2017" @default.
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