Factors of Trademark Confusion: Sociological Analysis
| Autor: | Ivan Vladimirovich Batykov |
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| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Теория и практика общественного развития. :18-22 |
| ISSN: | 2072-7623 1815-4964 |
| DOI: | 10.24158/tipor.2020.10.2 |
| Popis: | The aim of the present study is to provide a detailed list of factors influencing the probability of confus-ing similarity of trademarks. The identification of a set of such factors is a practically significant task of applied sociology of management, as it allows to make a comprehensive assessment of the views of the parties in disputes about the similarity of means of individualization based on the data of sociologi-cal expertise. Apart from that, the development of understanding of the phenomenon of confusing similarity is a topical theoretical problem in consum-er behavior research. The author supports the fac-tors analysis with a hypothetical description of the mechanism by means of which each factor contrib-utes to the resulting probability of confusing simi-larity of trademarks in consumer’s mind. The system of factors proposed by the author is a useful tool for selecting a coordinate system where a sociologist can model consumer behavior. |
| Databáze: | OpenAIRE |
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