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Maciej Zejda, Trademark Licensing in Keyword Advertising, 7 (2016) JIPITEC 18 para 1.
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%0 Journal Article %T Trademark Licensing in Keyword Advertising %A Zejda, Maciej %J JIPITEC %D 2016 %V 7 %N 1 %@ 2190-3387 %F zejda2016 %X This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks. %L 340 %K Keyword Advertising %K Licensing %K Sponsored Links Campaigns %K Trademark %U http://nbn-resolving.de/urn:nbn:de:0009-29-43956 %P 18-29Download
Bibtex
@Article{zejda2016,
author = "Zejda, Maciej",
title = "Trademark Licensing in Keyword Advertising",
journal = "JIPITEC",
year = "2016",
volume = "7",
number = "1",
pages = "18--29",
keywords = "Keyword Advertising; Licensing; Sponsored Links Campaigns; Trademark",
abstract = "This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation -- in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.",
issn = "2190-3387",
url = "http://nbn-resolving.de/urn:nbn:de:0009-29-43956"
}
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TY - JOUR AU - Zejda, Maciej PY - 2016 DA - 2016// TI - Trademark Licensing in Keyword Advertising JO - JIPITEC SP - 18 EP - 29 VL - 7 IS - 1 KW - Keyword Advertising KW - Licensing KW - Sponsored Links Campaigns KW - Trademark AB - This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks. SN - 2190-3387 UR - http://nbn-resolving.de/urn:nbn:de:0009-29-43956 ID - zejda2016 ER -Download
Wordbib
<?xml version="1.0" encoding="UTF-8"?> <b:Sources SelectedStyle="" xmlns:b="http://schemas.openxmlformats.org/officeDocument/2006/bibliography" xmlns="http://schemas.openxmlformats.org/officeDocument/2006/bibliography" > <b:Source> <b:Tag>zejda2016</b:Tag> <b:SourceType>ArticleInAPeriodical</b:SourceType> <b:Year>2016</b:Year> <b:PeriodicalTitle>JIPITEC</b:PeriodicalTitle> <b:Volume>7</b:Volume> <b:Issue>1</b:Issue> <b:Url>http://nbn-resolving.de/urn:nbn:de:0009-29-43956</b:Url> <b:Pages>18-29</b:Pages> <b:Author> <b:Author><b:NameList> <b:Person><b:Last>Zejda</b:Last><b:First>Maciej</b:First></b:Person> </b:NameList></b:Author> </b:Author> <b:Title>Trademark Licensing in Keyword Advertising</b:Title> <b:Comments>This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.</b:Comments> </b:Source> </b:Sources>Download
ISI
PT Journal AU Zejda, M TI Trademark Licensing in Keyword Advertising SO JIPITEC PY 2016 BP 18 EP 29 VL 7 IS 1 DE Keyword Advertising; Licensing; Sponsored Links Campaigns; Trademark AB This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks. ERDownload
Mods
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<titleInfo>
<title>Trademark Licensing in Keyword Advertising</title>
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<abstract>This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.</abstract>
<subject>
<topic>Keyword Advertising</topic>
<topic>Licensing</topic>
<topic>Sponsored Links Campaigns</topic>
<topic>Trademark</topic>
</subject>
<classification authority="ddc">340</classification>
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Full Metadata
| Bibliographic Citation | Journal of intellectual property, information technology and electronic commerce law 7 (2016) 1 |
|---|---|
| Title |
Trademark Licensing in Keyword Advertising (eng) |
| Author | Maciej Zejda |
| Language | eng |
| Abstract | This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks. |
| Subject | Keyword Advertising, Licensing, Sponsored Links Campaigns, Trademark |
| DDC | 340 |
| Rights | DPPL |
| URN: | urn:nbn:de:0009-29-43956 |
