RT info:eu-repo/semantics/article
T1 Brand deletion: How the decision-making approach affects deletion success
A1 Temprano García, Víctor
A1 Rodríguez Escudero, Ana Isabel
A1 Rodríguez Pinto, Javier
K1 Marcas
K1 Publicidad - Marketing
K1 Marcas comerciales
K1 Toma de decisiones
K1 5311.05 Marketing (Comercialización)
AB Literature on brand deletion (BD), a critical and topical decision within a firm's marketing strategy, is extremely scarce. The present research is concerned with the decision-making process and examines the effect on BD success of three different approaches to decision-making – rational, intuitive and political – and of the interaction between the rational and political approaches. The moderating effect of the type of BD – i.e., total brand killing or disposal vs. brand name change – is also analyzed. The model is tested on a sample of 155 cases of BD. Results point to positive effects on BD success of both rationality and intuition, and a negative effect of politics. Findings also indicate that the negative impact of political behavior on BD success is minimized in the absence of evidence and objective information and when the BD is undertaken through a brand name change.
PB Elsevier
SN 2340-9436
YR 2018
FD 2018
LK http://uvadoc.uva.es/handle/10324/39063
UL http://uvadoc.uva.es/handle/10324/39063
LA eng
NO Business Research Quarterly, April-June 2018, vol. 21, Issue 2, p. 69-83
NO Producción Científica
DS UVaDOC
RD 27-abr-2024