Brand deletion: How the decision-making approach affects deletion success

Article English OPEN
Víctor Temprano-García ; Ana Isabel Rodríguez-Escudero ; Javier Rodríguez-Pinto (2018)
  • Publisher: Elsevier
  • Journal: Business Research Quarterly (issn: 2340-9436)
  • Related identifiers: doi: 10.1016/j.brq.2018.03.003
  • Subject: 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... View more
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