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    Por favor, use este identificador para citar o enlazar este ítem:https://uvadoc.uva.es/handle/10324/62161

    Título
    Minimizing the negative impact of brand deletion
    Autor
    Temprano García, VíctorAutoridad UVA
    Rodríguez Escudero, Ana IsabelAutoridad UVA Orcid
    Rodríguez Pinto, JavierAutoridad UVA Orcid
    Año del Documento
    2023
    Editorial
    Emerald
    Descripción
    Producción Científica
    Documento Fuente
    Marketing Intelligence & Planning, 2023, Vol. 41, n. 6, p.690-706
    Resumo
    Purpose: This research is primarily concerned with studying the impact of brand workers' problems on brand deletion (BD) outcomes. The authors also analyze how the level of consensus achieved during BD adoption and implementation influences the impact of brand workers' problems on BD outcomes. Design/methodology/approach: A questionnaire was designed to obtain data from a representative sample of 155 real cases of BD. Findings: Findings indicate that in contexts where workers feel their jobs are threatened or challenged, BD success may be undermined. However, the company does possess one important mechanism that can alleviate the negative impact of brand workers' problems: empowering them to pave the way toward consensus-building. Results do not support a negative effect of brand workers' problems on BD time efficiency or any effect of BD time efficiency on BD's contribution to a firm's economic performance. Practical implications: Managers must be aware that problems derived from brand workers' actions are especially harmful for the company when there is no consensus, such that managers must prevent deletion from occurring under these circumstances. Originality/value: This pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.
    Materias Unesco
    5311 Organización y Dirección de Empresas
    5311.05 Marketing (Comercialización)
    Palabras Clave
    Brand deletion
    Workers’ problems
    Brand deletion outcomes
    Floodlight analysis
    ISSN
    0263-4503
    Revisión por pares
    SI
    DOI
    10.1108/MIP-10-2022-0452
    Patrocinador
    Junta de Castilla y León (Project VA219P20)
    Ministerio de Ciencia e Innovación (Project PID2021-123004NB-I00)
    Version del Editor
    https://www.emerald.com/insight/content/doi/10.1108/MIP-10-2022-0452/full/html
    Propietario de los Derechos
    © Emerald Publishing Limited
    Idioma
    eng
    URI
    https://uvadoc.uva.es/handle/10324/62161
    Tipo de versión
    info:eu-repo/semantics/acceptedVersion
    Derechos
    openAccess
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    • DEP53 - Artículos de revista [97]
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    Attribution-NonCommercial-NoDerivatives 4.0 InternacionalExceto quando indicado o contrário, a licença deste item é descrito como Attribution-NonCommercial-NoDerivatives 4.0 Internacional

    Universidad de Valladolid

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