RT info:eu-repo/semantics/article
T1 Minimizing the negative impact of brand deletion
A1 Temprano García, Víctor
A1 Rodríguez Escudero, Ana Isabel
A1 Rodríguez Pinto, Javier
K1 Brand deletion
K1 Workers’ problems
K1 Brand deletion outcomes
K1 Floodlight analysis
K1 5311 Organización y Dirección de Empresas
K1 5311.05 Marketing (Comercialización)
AB 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.
PB Emerald
SN 0263-4503
YR 2023
FD 2023
LK https://uvadoc.uva.es/handle/10324/62161
UL https://uvadoc.uva.es/handle/10324/62161
LA eng
NO Marketing Intelligence & Planning, 2023, Vol. 41, n. 6, p.690-706
NO Producción Científica
DS UVaDOC
RD 11-jul-2024