Thats a unique idea.You should consider the following idea to enhance your idea so that it would impact uniquely: 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 allowing any third-party reseller of a product to use a trademark such as “DoubleTree” in the text of its ad, even if the reseller did not have the trademark holder's permission.  study the effects of this change empirically within the hotel industry.  find some evidence that allowing third-party sellers to use a trademark in their online search advertising akly reduced the likelihood of a consumer clicking on a trademark holder's paid search ads. Hover, the decrease in paid clicks was outighed by a large increase in consumers clicking on the unpaid links to the hotelier's bsite within the main search results. Our evidence shows that when a third-party seller focuses on a trademarked brand in its ads, the ads become less distinct, and customers are more likely to ignore the advertised offers and buy from the direct channel.
['Lesley Chiou', 'Catherine E. Tucker']
I am writing a research paper on a idea How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?
[{"from": "human", "value": "I am writing a research paper on a idea How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?"}, {"from": "gpt", "value": "Thats a unique idea.You should consider the following idea to enhance your idea so that it would impact uniquely: 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 allowing any third-party reseller of a product to use a trademark such as \u201cDoubleTree\u201d in the text of its ad, even if the reseller did not have the trademark holder's permission.  study the effects of this change empirically within the hotel industry.  find some evidence that allowing third-party sellers to use a trademark in their online search advertising akly reduced the likelihood of a consumer clicking on a trademark holder's paid search ads. Hover, the decrease in paid clicks was outighed by a large increase in consumers clicking on the unpaid links to the hotelier's bsite within the main search results. Our evidence shows that when a third-party seller focuses on a trademarked brand in its ads, the ads become less distinct, and customers are more likely to ignore the advertised offers and buy from the direct channel."}]