Brand deletion: How the decision-making approach affects deletion success
Ana Isabel Rodríguez-Escudero
- Publisher: Elsevier
Business Research Quarterly
Business | HF5001-6182
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...