商标侵权事件如何引发品牌资产损失?--基于模糊集的定性比较分析  

How Does Trademark Infringement Cause the Loss of Brand Equity?--The Fuzzy-Set Qualitative Comparative Analysis

作　　者：谌飞龙[1] 卢伟琪 CHEN Feilong;LU Weiqi(Research Center of Industry Cluster and Enterprise Derelopment,School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330013,China)

机构地区：[1]江西财经大学工商管理学院/产业集群与企业发展研究中心,江西南昌330013

出　　处：《中国软科学》2021年第4期163-172,共10页China Soft Science

基　　金：国家自然科学基金项目“制造业集群的供应链网络协同机理与模式研究”(71763008);江西省教育厅科技项目“商标侵权事件中品牌资产损失研究”(GJJ170334);江西省自然科学基金项目“商标侵权事件中品牌资产损失测算研究”(2018BAA208048)。

摘　　要：品牌资产研究一直是学术界和实业界的关注热点,然而商标侵权事件对品牌资产的影响有待深入研究。本文综合运用知识产权法学、工商管理等理论,以商标侵权案件为分析对象,采用模糊集定性比较分析方法,研究商标侵权事件中侵害程度、产品类别、消费者产品涉入度、企业维权意识等因素引发品牌资产损失的组态效应。研究发现,商标侵权事件中品牌资产损失是多个因素共同作用的结果,在所有条件变量中,商标侵害程度和产品类别发挥核心作用;当企业的商标被侵权时,即使企业响应及时,在消费者产品涉入度低的辅助作用下,企业仍可能面临较高的品牌资产损失;影响品牌资产损失的原因具有非对称性特征,即导致高品牌资产损失的原因与导致非高品牌资产损失原因并非截然相反。上述结论对引导企业重视商标保护,帮助企业遭受商标侵权时在最大程度上保证自身的合法权益等具有重要价值。Brand equity has always been a research hotspot in marketing academia and industry,however,the impact of trademark infringement incidents on brand equity needs further study.In this paper,the use of intellectual property,business administration and other disciplines,trademark infringement cases as the analysis of data,the use of fuzzy qualitative comparative analysis(FSQCA)method,this paper studies the configuration effect of brand equity loss caused by the degree of brand infringement,product category,consumer product involvement,corporate awareness of rights protection,etc.The study shows that the loss of brand equity in the trademark infringement event is not the result of a single factor,but the result of a combination of multiple factors.Among all the condition variables,the degree of trademark infringement and product category play a central role;When being infringed,even if the company responds in a timely manner,with the auxiliary effect of low consumer product involvement,the company may still face a high loss of brand equity;The cause of the loss of brand equity is not diametrically opposed to the cause of non-high loss of brand equity.These conclusions are of great value in guiding enterprises to attach importance to trademark protection and helping enterprises to protect their own legal rights and interests when they suffer trademark infringement.

关 键 词：商标侵权 品牌资产 品牌资产损失 模糊集定性比较分析 

分 类 号：F272[经济管理—企业管理]