Brand deletionhow the decision-making approach affects deletion success

  1. Víctor Temprano-García 1
  2. Ana Isabel Rodríguez-Escudero 1
  3. Javier Rodríguez-Pinto 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Año de publicación: 2018

Volumen: 21

Número: 2

Páginas: 69-83

Tipo: Artículo

DOI: 10.1016/J.BRQ.2018.03.003 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Resumen

La literatura sobre la eliminación de marca (BD), una decisión crítica y de actualidad dentro de la estrategia de marketing de una empresa, es extremadamente escasa. La presente investigación se ocupa del proceso de toma de decisiones y examina el efecto sobre el éxito de BD de tres enfoques diferentes para la toma de decisiones - racional, intuitivo y político - y de la interacción entre los enfoques racional y político. También se analiza el efecto moderador del tipo de BD, es decir, eliminación o eliminación total de la marca frente al cambio de marca. El modelo se prueba en una muestra de 155 casos de BD. Los resultados apuntan a efectos positivos en el éxito de BD tanto de la racionalidad como de la intuición, y un efecto negativo de la política.

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Información de financiación

European Social Fund (ESF) and Junta de Castilla y León (Spain), ORDEN EDU/828/2014, and European Regional Development Fund (ERDF). Junta de Castilla y León (Spain), project reference VA112P17. Ministerio de Economía, Industria y Competitividad, Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016, project reference ECO2017-86628-P.

Financiadores

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