info:eu-repo/semantics/article
MERCHANDISING OF PERSONALITY RIGHTS: A Distinctive Sign for Business Models in the Fashion Field / MERCHANDISING DE DIREITOS DA PERSONALIDADE: Um Sinal Distintivo para Modelos de Negócios no Ramo da Moda
Autor
Araújo, Rosalina Corrêa de
Peralta, Patrícia
Aime, Bárbara
Resumen
This introductory study aims to assess the personality rights as a distinctive sign and also the constructionof its protection in the intellectual property scope. It has been pursued to demonstrate that the merchandisingof personality rights has been evolving to become a usual business model based on the commercial exploitationof fame that its holders have, therefore, reorienting the engagement of names related to luxury fashion.