دانلود رایگان مقاله انگلیسی واکنش مصرف کننده نسبت به حذف برند - اشپرینگر 2017

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.

Discussion

The results of studies 2A and 2B have provided experimental evidence that deleting a brand from the portfolio will lead consumers to form favorable evaluations of organizational performance. Specifically, study 2A finds that when a brand is merged (vs. eliminated or sold) and the deleted brand is loved on the lower side (vs. strong), consumers are more likely to form positive evaluations of organizational performance. Study 2B finds that when a brand is merged (vs. eliminated or sold) and nostalgia intensity for the deleted brand is weak (vs. strong), consumers are more likely to form positive evaluations of organizational performance. In both these studies, consumer evaluations of corporate reputation remain unaffected.