RT info:eu-repo/semantics/article
T1 Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation
A1 Temprano García, Víctor
A1 Rodríguez Escudero, Ana Isabel
A1 Rodríguez Pinto, Javier
K1 Marcas
K1 Marketing - Investigación
K1 Eliminación de marcas
K1 5311.05 Marketing (Comercialización)
AB One critical decision concerning a firm´s brand portfolio management is brand deletion(BD). Although many organizations have recently undertaken drastic BD programs andpruned their brand portfolios, the literature on this topic remains extremely scarce andfragmented. Our work focuses on studying the impact of BD causes –previouslyclassified as proactive versus reactive– on BD success. How the firm’s brand orientationaffects the incidence of proactive versus reactive deletions is also explored. Implicitly,we suggest that brand orientation exerts a positive indirect effect on BD success throughincreased successful BDs due to proactive causes. We test our research proposal on asample comprising 155 cases of BD. Findings indicate that brand orientation contributesto BD success through the proactive adoption of BDs focused on taking advantage ofbrand opportunities, such as searching for a better strategic fit or avoiding opportunitycosts. Moreover, brand orientation prevents deletions by reactive or problematic causes,deletions which, after all, do not generate success. In sum, brand oriented firms seek toprevent rather than fix any problems derived from maintaining inadequate brands intheir portfolio.
PB Palgrave Macmillan
SN 1350-231X
YR 2019
FD 2019
LK http://uvadoc.uva.es/handle/10324/39064
UL http://uvadoc.uva.es/handle/10324/39064
LA eng
NO Journal of Brand management, Octubre 2019, p. 1-16
NO Producción Científica
DS UVaDOC
RD 09-may-2024