Jones, having filed locally an affidavit required under the assumed name statute, has been operating and advertising his exclusive toy store for twenty years in Centerville, Illinois. His advertising has consisted of large signs on his premises reading ‘‘The Toy Mart.’’ Lewis, after operating a store in Chicago under the name of ‘‘The Chicago Toy Mart,’’ relocated in Centerville, Illinois, and erected a large sign reading ‘‘TOY MART’’ with the word ‘‘Centerville’’ written underneath in substantially smaller letters. Thereafter, Jones’s sales declined, and many of his customers patronized Lewis’s store, thinking it to be a branch of Jones’s business. What are the rights of the parties?