Using the law to protect the brand on social media sites

Ross D. Petty

Management Research Review, 2012, vol. 35, issue 9, 758-769

Abstract: Purpose - The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties. Design/methodology/approach - Qualitative research of articles, news stories, court decisions and statutes was conducted. Various legal concerns and theories were developed from this information. Findings - The various legal theories were organized into a three‐category framework: Monitoring; 'Mposters; and Message. Practical implications - This framework should be useful to brand managers to protect their brand against unauthorized use, imitation or unfavourable affiliations in social media. Originality/value - This work is the first to develop a managerial framework of legal issues to address unauthorized and unfavourable use of a brand identity in social media.

Keywords: Brand management; Legislation; Law; Social media; Brand protection (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:35:y:2012:i:9:p:758-769

DOI: 10.1108/01409171211255939

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