Judgment of asymmetric similarity and moderating effects of thinking style in accordance with the typicality difference of brand mark oh Ji-Won1, Kim Gwi-Gon2,* 1Graduate doctor of Consulting, Kumoh National Institute of Technology, Korea 2Dept. of Business Administration, Kumoh National Institute of Technology, Korea *Corresponding author: Gwi-Gon Kim Dept. of Business Administration, Kumoh National Institute of Technology, Korea E-mail: metheus@kumoh.ac.kr
Online published on 16 October, 2018. Abstract Background/Objectives The purpose of this study is to examine the judgment of asymmetric similarity and Moderating effects of thinking style in accordance with the typicality difference of brand mark. Methods/Statistical Analysis For this purpose, the brand marks became the issues of trademark rights dispute, as the background. 4 types [(Fangguo vs. Apple), (Apple vs. Fangguo), (Fangguo vs. LG), (LG vs. Fangguo)] of experimental stimulations for each of the countries were produced, and a total of 724 questionnaires among those retrieved were used in the final analysis. Findings The findings were as follows: 1) Determination of asymmetric similarity of brand mark was found to be different according to the extent of typicality of brand mark. That is, the phenomenon of determination of asymmetric similarity of brand mark manifested only when the typicality difference was high. 2) Determination of the perceived similarity of brand mark was found to be higher in the family resemblance similarity than in rule-based similarity. 3) Determination of the perceived similarity of brand mark was found to be higher in the holistic thinker than the analytic thinker. 4) Moderating Effects of the thinking style were also confirmed. That is, in the case of the holistic thinker, the family resemblance similarity was higher in the brand mark of Fangguo vs. LG than that of Fangguo vs. Apple with display of significant difference. On the other hand, in the case of the analytic thinker, although the family resemblance similarity was found to be higher in the brand mark of Fangguo vs. Apple, it was not statistically significant. Improvements/Applications This moderating effects of the way of thinking style in the similarity judgment of this study can be applied to international trademark infringement judgment in the future. Top Keywords Brand mark, typicality, perceived family resemblance similarity, asymmetric similarity, holistic thinker, analytic thinker. Top |