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Trademark Rights: The Impact of Joining the Madrid Protocol on International Marketing Alliances

Satish Jayachandran & Alexander Krasnikov

Journal of International Marketing2026https://doi.org/10.1177/1069031x261434589article
AJG 3ABDC A
Weight
0.50

Abstract

This research examines how trademark rights impact international marketing alliances. Drawing on the transaction cost theory, the authors examine how the strengthening of trademark rights influences the formation of international marketing alliances by reducing uncertainty in the relationships between alliance partners. Using a difference-in-difference approach and data on 29,858 alliances from 45 countries, the authors find that the likelihood of initiating international marketing alliances increases after a country strengthens its trademark rights by joining the Madrid Protocol. This study contributes to the research on the role of institutional environments, specifically those related to intellectual property rights, in the formation of international strategic alliances.

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https://doi.org/https://doi.org/10.1177/1069031x261434589

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@article{satish2026,
  title        = {{Trademark Rights: The Impact of Joining the Madrid Protocol on International Marketing Alliances}},
  author       = {Satish Jayachandran & Alexander Krasnikov},
  journal      = {Journal of International Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/1069031x261434589},
}

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Trademark Rights: The Impact of Joining the Madrid Protocol on International Marketing Alliances

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.