Abstract
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.
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Sattari, S., Peighambari, K., Salehi-Sangari, E., Torkan, S. (2015). Requiem for a Brand: Consumer Response to Brand Elimination. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_281
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DOI: https://doi.org/10.1007/978-3-319-10873-5_281
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