Air Qiaodan: an examination of transliteration and trademark squatting in China based on Jordan vs Qiaodan Sports

Thomas Alexander Baker, Xindan Liu, Natasha Brison, Nathan Pifer

Research output: Contribution to journalArticlepeer-review

Abstract

© 2017, © Emerald Group Publishing Limited. PurposeFor this study, the Jordan case provided the context for investigating Chinese trademark law with the purpose of answering how and why Jordan lost the legal rights to the Chinese version of his name in China. The results from that investigation were used to better explain the phenomena of transliteration and trademark squatting in relation to sport brands and athletes. Based on the results of this case study, suggestions were formulated for protecting sport brands and athletes from trademark squatting in China. Design/methodology/approachWe used traditional legal methodology to investigate the influence of transliteration on trademark squatting in China based on the real-life context provided by the facts in Jordan (Baxter & Jack, 2008; Yin, 2013). First, all reported materials from Chinese courts on the Jordan case were collected and analyzed by the research team, which included an investigator who is fluent in Chinese. Second, we
Original languageEnglish
JournalInternational Journal of Sports Marketing and Sponsorship
StatePublished - Feb 6 2017

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