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Comunicación y sociedad

Print version ISSN 0188-252X


MACIAS RENDON, Washington  and  BALCAZAR ORDONEZ, Gerardo. Trademark dilution analysis: A parody to El Chavo del 8. Comun. soc [online]. 2016, n.27, pp.175-195. ISSN 0188-252X.

This study was conducted to determine whether a parody of the television series El Chavo del 8 caused dilution by tarnishment of the series or its characters. A methodology based on natural experiments, with viewers of several countries, was used. According to the results of two alternative tests, there is no evidence of tarnishment, and, on the contrary, the parody might have strengthened some of the evaluated attributes.

Keywords : Dilution by tarnishment; ethnocentrism; natural experiments; El Chavo del 8.

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