E-resources
Peer reviewed
-
Liu, Xindan; Baker, Thomas A.; Leopkey, Rebecca
European sport management quarterly, 05/2023, Volume: 23, Issue: 3Journal Article
The development of effective brand protection strategies requires an understanding of the potential threats that brands face from illegal actions. Trademark squatting of transliterated names belonging to well-known celebrities and athletes is perceived by the international business community to be a serious problem in China. Translations are words that have been converted from alphabetic languages into words in character-based languages. As such, the purpose of this study was to examine the phenomena of trademark squatting of foreign athletes' names and whether that phenomena poses a significant threat to foreign athletes due to the appropriation and bad-faith registration of their transliterated names. A qualitative research approach was employed to detect indicators for both (a) trademark squatting and (b) good faith registrations, which were then applied to trademark registrations for names that matched the transliterations for well-known NBA athletes and the business records for those who registered the marks. 210 registrations (38%) of transliterated names belonging to 55 (57%) of the 96 NBA players included in the study were deemed to include strong indicators of trademark squatting. The prevalence of trademark squatting in China involving the transliterated names of foreign athletes warrants proactive measures by athletes and those who protect and manage their brands. Athletes who compete in contests that are broadcast within China run the risk of losing the rights to their transliterated names to squatters if transliterations are not developed and registered by the athlete.
![loading ... loading ...](themes/default/img/ajax-loading.gif)
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.