How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?
Firms that sell via a direct channel and via indirect channels have to decide whether to allow third-party sellers to use trademarked brand names of products in their advertising. This question has been particularly controversial for advertising on search engines. In June 2009, Google started allowi...
| Main Authors: | , |
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| Format: | Article |
| Language: | en_US |
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Institute for Operations Research and the Management Sciences (INFORMS)
2013
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| Online Access: | http://hdl.handle.net/1721.1/77616 https://orcid.org/0000-0002-1847-4832 |