Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/206380 
Year of Publication: 
2018
Citation: 
[Journal:] BRQ Business Research Quarterly [ISSN:] 2340-9436 [Volume:] 21 [Issue:] 2 [Publisher:] Elsevier España [Place:] Barcelona [Year:] 2018 [Pages:] 69-83
Publisher: 
Elsevier España, Barcelona
Abstract: 
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 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."
Subjects: 
Brand deletion
Rational decision-making
Intuitive decision-making
Political decision-making
Brand deletion success
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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