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.
CITATION STYLE
Sattari, S., Peighambari, K., Salehi-Sangari, E., & Torkan, S. (2015). Requiem for a Brand: Consumer Response to Brand Elimination. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 482–484). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_281
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