Exploring the effect of incidental priming when measuring trademark genericism

Robert A. Peterson () and Jeffrey A. Peterson ()
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Robert A. Peterson: The University of Texas at Austin
Jeffrey A. Peterson: TFIN & Associates

Journal of Brand Management, 2025, vol. 32, issue 2, No 1, 79-93

Abstract: Abstract Because trademarks are among a company’s most valuable assets, disputes arise as to whether a particular word or term is a registered trademark, is capable of becoming a registered trademark, or is simply a generic term, one that anyone can use. The present research explored the possible effect of incidental priming when measuring trademark genericism using a popular survey approach. Four case studies were examined, and two online experiments were conducted to investigate the extent to which placeholder terms immediately preceding a target term can prime or influence categorization of that target term as a brand name or common name. The results of the case studies and experiments revealed that priming can have a significant but nuanced influence on perceptions of terms as brand names or common names.

Keywords: Priming; Trademark genericism; Trademark surveys; Brand names (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41262-024-00369-6

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