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Requiem for a brand: consumer response to brand elimination
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
University for Humanistics.
2015 (English)In: 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, 482-484 p.Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015. 482-484 p.
Series
Developments in Marketing Science, ISSN 0149-7421
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-35053DOI: 10.1007/978-3-319-10873-5_281Local ID: 96ec95ed-3a0d-44af-aff1-b15fade86c74ISBN: 978-3-319-10872-8 (print)ISBN: 978-3-319-10873-5 (electronic)OAI: oai:DiVA.org:ltu-35053DiVA: diva2:1008305
Conference
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Note
Godkänd; 2015; 20150119 (andbra)Available from: 2016-09-30 Created: 2016-09-30Bibliographically approved

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CiteExportLink to record
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