Requiem for a brand: consumer response to brand elimination
2011 (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, The Academy of Marketing Science, 2011, 482-484 p.Conference paper (Refereed)
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
The Academy of Marketing Science, 2011. 482-484 p.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-38732Local ID: d35decb0-0783-40c6-85cc-4ee0d09a353dISBN: 0-939783-36-3 (electronic)OAI: oai:DiVA.org:ltu-38732DiVA: diva2:1012233
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Godkänd; 2011; 20110614 (ysko)2016-10-032016-10-03Bibliographically approved