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

Article English OPEN
Víctor Temprano-García; Ana Isabel Rodríguez-Escudero; Javier Rodríguez-Pinto;

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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