The aim of this paper is to investigate Albanian registered trademarks to understand the characteristics of a successful trademark in a transition economy. In order to verify the research hypothesis on the characteristics of the trademarks (Crass, Czarnitzki, & Toole, 2019) as key indicator of success, we use linear regression on a dataset set based on taxonomy of the legal status of applications and the registration of the trademarks in Albania. Our empirical analyses are based on data from the DPPI (Drejtoria e Përgjithshme e Pronësisë Industriale), Albanian Central Intellectual Property Office, for the period 1994–2019. The findings show evidence of the choice of the trademark name as a critical success factor as well as the characteristics of the activities, as the trademarks used in different product contests or corporate trademark strategies (Antwi, Carvalho, & Carmo, 2021). These results could be relevant both to firms implementing branding strategies and to analysts or policymakers analysing markets in transition economies.

Firm’s strategy to innovate in a European transition economy

Sabrina Spallini;Antonia Rosa Gurrieri
Membro del Collaboration Group
;
2022-01-01

Abstract

The aim of this paper is to investigate Albanian registered trademarks to understand the characteristics of a successful trademark in a transition economy. In order to verify the research hypothesis on the characteristics of the trademarks (Crass, Czarnitzki, & Toole, 2019) as key indicator of success, we use linear regression on a dataset set based on taxonomy of the legal status of applications and the registration of the trademarks in Albania. Our empirical analyses are based on data from the DPPI (Drejtoria e Përgjithshme e Pronësisë Industriale), Albanian Central Intellectual Property Office, for the period 1994–2019. The findings show evidence of the choice of the trademark name as a critical success factor as well as the characteristics of the activities, as the trademarks used in different product contests or corporate trademark strategies (Antwi, Carvalho, & Carmo, 2021). These results could be relevant both to firms implementing branding strategies and to analysts or policymakers analysing markets in transition economies.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11586/519350
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact