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Requiem for a brand: consumer response to brand elimination
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.
University for Humanistics.
2015 (engelsk)Inngår i: The Sustainable Global Marketplace: Proceedings of the Annual Conference of the Academy of Marketing Science, Coral Gables, FL USA May 24-27, 2011 / [ed] Mary Conway, Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015, s. 482-484Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

While companies may seek to rejuvenate and/or adapt their brands, circumstances will arise where the company may seek its brand closure. Studies on the consumer-side of brand death are sparse. This paper argues that how consumers react toward brand deletion can be explained by grief and bereavement theories used in psychology.

sted, utgiver, år, opplag, sider
Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015. s. 482-484
Serie
Developments in Marketing Science, ISSN 0149-7421
HSV kategori
Forskningsprogram
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-35053DOI: 10.1007/978-3-319-10873-5_281Lokal ID: 96ec95ed-3a0d-44af-aff1-b15fade86c74ISBN: 978-3-319-10872-8 (tryckt)ISBN: 978-3-319-10873-5 (digital)OAI: oai:DiVA.org:ltu-35053DiVA, id: diva2:1008305
Konferanse
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Merknad
Godkänd; 2015; 20150119 (andbra)Tilgjengelig fra: 2016-09-30 Laget: 2016-09-30 Sist oppdatert: 2017-11-25bibliografisk kontrollert

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