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

Journal:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Year of publication: 2018

Volume: 21

Issue: 2

Pages: 69-83

Type: Article

DOI: 10.1016/J.BRQ.2018.03.003 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Business Research Quarterly

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 decisionmaking process and examines the effect on BD success of three different approaches to decisionmaking – 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.

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Funding information

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.

Funders

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