THE IMPACT OF BUSINESS NAME CHANGES IN BRANDING AND CUSTOMERS' PERCEPTION: THE CASES OF ALMACENES VIVERO Y ALMACENES LEY NAME CHANGE TO ALMACENES EXITO-CARTAGENA,PERCEPCION DEL CAMBIO DE MARCA CUANDO EL PRODUCTO ES EL ESTABLECIMIENTO COMERCIAL: CASO SUSTITUCION DE ALMACENES VIVERO Y ALMACENES LEY POR ALMACENES ÉXITO- CARTAGENA DE INDIAS COLOMBIA

Emperatriz Londono Aldana and Maiía Eugenia Navas Rios

Revista Internacional Administracion & Finanzas, 2011, vol. 4, issue 2, 35-52

Abstract: This study analyzes the impact of a brand name change in the forms of a business name change. Specifically the name change of a successful store in Cartagena de Indias Colombia is examined. Lopez and Benlloch (2005) argue that trademark/trade-name positively impacts the generation of confidence in the product sold and its quality. The study seeks to determine if customers relate the name changes with quality changes. This research analyzes the buyer perception of the name change to Almacenes Vivero and Almacenes Ley from Almacenes Exito. The results shows that even though both stores are in the same geographical area, the impact of these name changes are considerable.

Keywords: image; positioning; brand; retail; supermarket; hypermarket (search for similar items in EconPapers)
JEL-codes: M20 M31 (search for similar items in EconPapers)
Date: 2011
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/riafin/riaf-v4n2-2011/RIAF-V4N2-2011-3.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:riafin:v:4:y:2011:i:2:p:35-52

Access Statistics for this article

Revista Internacional Administracion & Finanzas is currently edited by Terrance Jalbert

More articles in Revista Internacional Administracion & Finanzas from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).