TY  - JOUR 
AU  - Temprano García, Víctor
AU  - Rodríguez Escudero, Ana Isabel
AU  - Rodríguez Pinto, Javier
PY  - 2018
SN  - 2340-9436
UR  - http://uvadoc.uva.es/handle/10324/39063
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...
LA  - eng
PB  - Elsevier
KW  - Marcas
KW  - Publicidad - Marketing
KW  - Marcas comerciales
KW  - Toma de decisiones
TI  - Brand deletion: How the decision-making approach affects deletion success
DO  - 10.1016/j.brq.2018.03.003
ER  -