EVALUATION OF NEW GENERIC TOP LEVEL DOMAINS FROM A BRAND AND A TRADEMARK PERSPECTIVE

Alexander Nagel and Philipp Sandner

International Journal of Management and Marketing Research, 2015, vol. 8, issue 1, 93-112

Abstract: This study explains the positive branding effects and the trademark-related risks of the New Generic Top- Level Domain (NGTLD) program. It can be shown that Associative Network Memory Theory explains why the connection of the brand with a suitable generic NGTLD can increase brand awareness. Additionally, the Signaling Theory can explain why brand (and some generic) NGTLDs can be used as signals. Brand NGTLDs can be used to protect the brand from negative influences by third parties in the digital world. This study compares the chances and the risks of NGTLDs and recommends a strategy, which should minimize the trademark-related risks for brand owners. An extensive survey of prior literature was applied, as were interviews with a sample of 10 experts who were involved in the decision and the application process for NGTLDs

Keywords: Brands; Trademarks; New Generic Top-Level Domain; NGTLD; Internet; Online- Marketing (search for similar items in EconPapers)
JEL-codes: M31 M37 O32 O34 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/ijmmre/ijmmr-v8n1-2015/IJMMR-V8N1-2015-7.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:ijmmre:v:8:y:2015:i:1:p:93-112

Access Statistics for this article

International Journal of Management and Marketing Research is currently edited by Terrance Jalbert

More articles in International Journal of Management and Marketing Research from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).