"How and When do Trademarks Dilute: A Behavioral Framework to Judge Likelihood' of Dilution,"

The Trademark Reporter, 83 (2), 149-174. 1993

Author: Alexander Simonson.


This is the first article to explain dilution from a consumer behavior perspective.  It draws upon theories of consumer behavior to provide the first detailed conceptual framework to explain dilution and to distinguish it from various subtle connections with brand confusion.  It discusses empirical findings concerning dilution and offers guidelines to researchers and attorneys on methods to test for (to survey) dilution.