Consumer responses to brand deletion

Anubhav A. Mishra ()
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Anubhav A. Mishra: T. A. Pai Management Institute

Journal of Brand Management, 2018, vol. 25, issue 2, No 7, 160-170

Abstract: Abstract Despite the importance and widespread prevalence of brand being deleted, research on brand deletion is sparse. To address the paucity of research on brand deletion from the consumer’s perspective, this study investigates the consequences of brand deletion. Study 1 shows that when a brand is merged (vs. eliminated or sold), the deleted brand is weak (vs. strong) and the organization communicates the logic of such action (vs. no communication), leads to better evaluations of organizational performance while when a brand is sold (vs. eliminated or merged), the deleted brand is strong (vs. weak) and the organization communicates the logic of such action (vs. no communication), positive evaluations of corporate reputation is formed. Study 2A finds that when a brand is merged (vs. eliminated or sold) and the deleted brand is weak on love (vs. strong), positive evaluations of organizational performance is perceived. Study 2B finds that when a brand is merged (vs. eliminated or sold) and nostalgia intensity for the deleted brand is weak (vs. strong), positive evaluations of organizational performance is perceived. The research provides insight to managers on how to manage brand portfolio, and also contributes to the commencement of future research on this important but ignored area.

Keywords: Brand deletion; Brand portfolio management; Organizational performance; Corporate reputation; Brand love; Nostalgia intensity (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41262-017-0075-z

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