文章基本信息

标题：Brand deletion: How the decision-making approach affects deletion success
本地全文：下载
作者：Víctor Temprano-García ; Víctor Temprano-García ; Ana Isabel Rodríguez-Escudero 等
期刊名称：BRQ Business Research Quarterly
印刷版ISSN：2340-9436
出版年度：2018
卷号：21
期号：2
页码：69-83
DOI：10.1016/j.brq.2018.03.003
语种：English
出版社：Elsevier
摘要：AbstractLiterature 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 approaches to decision-making – rational, intuitive and political – and of the interaction between the rational and political approaches. The moderating effect of the type of BD – i.e., total brand killing or disposal vs. brand name change – is also analyzed. The model is tested on a sample of 155 cases of BD. Results point to positive effects on BD success of both rationality and intuition, and a negative effect of politics. Findings also indicate that the negative impact of political behavior on BD success is minimized in the absence of evidence and objective information and when the BD is undertaken through a brand name change.
关键词：Brand deletion;Rational decision-making;Intuitive decision-making;Political decision-making;Brand deletion success