Determinants of trademark dilution

Maureen Morrin, Jonathan Lee, Greg M. Allenby

Research output: Contribution to journalArticlepeer-review

42 Scopus citations


A hierarchical Bayes associative network model for brand information is developed and tested to measure the extent of harm from trademark dilution. In the proposed model, category activation thresholds are modeled in terms of brand/category familiarity, activation flows are modeled in terms of relative category knowledge, and consumer confusion and its correlates are used to capture the asymmetric effects of dilution on retrieval probabilities for first and second users.

Original languageEnglish (US)
Pages (from-to)248-257
Number of pages10
JournalJournal of Consumer Research
Issue number2
StatePublished - Sep 2006

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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