특허침해소송 관련 언론보도가 기업이미지에 미치는 영향에 관한 실증연구: 삼성과 애플의 스마트폰 특허침해소송 보도에 대한 실험연구

In this study, we analyzed how the corporate image(professional image and trustimage) could be affected by various types of news regarding patent infringementlitigation. The results of this study showed that the professional image of both plaintiff and defendant firm was affected negatively, while the trust image of defendant firm was affected negatively. In addition, both professional and trust image of the other firm, who are not involved in the litigation, was not affected by the litigation news. This study also found that the corporate image could be affected by news message framing. At the announcement stage of patent infringement litigation,both professional and trust image of defendant firm were affected by news message framing and at the termination of litigation, only the plaintiff firm’s professional image was affected by message framing. We also analyzed the interaction effect of news message framing and litigation stages on the corporate image and found that there was an interaction effect on the plaintiff firm’s professional image. From the corporate point of view, this research findings revealed that the patent infringement litigations are not zero-sum games since the corporate image of both plaintiff and defendant is affected negatively.