TY  - JOUR 
AU  - Temprano García, Víctor
AU  - Rodríguez Escudero, Ana Isabel
AU  - Rodríguez Pinto, Javier
PY  - 2019
SN  - 1350-231X
UR  - http://uvadoc.uva.es/handle/10324/39064
AB  - One critical decision concerning a firm´s brand portfolio management is brand deletion
(BD). Although many organizations have recently undertaken drastic BD programs and
pruned their brand portfolios, the literature on this topic remains extremely...
LA  - eng
PB  - Palgrave Macmillan
KW  - Marcas
KW  - Marketing - Investigación
KW  - Eliminación de marcas
TI  - Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation
DO  - 10.1057/s41262-019-00174-6
ER  -