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Consumer responses to brand deletion
Abstract
Despite the importance and widespread prevalence of brand being deleted, research on brand deletion is sparse. To address the paucity of research on brand deletion from the consumer’s perspective, this study investigates the consequences of brand deletion. Study 1 shows that when a brand is merged (vs. eliminated or sold), the deleted brand is weak (vs. strong) and the organization communicates the logic of such action (vs. no communication),...
Paper Details
Title
Consumer responses to brand deletion
Published Date
Sep 15, 2017
Journal
Volume
25
Issue
2
Pages
160 - 170
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