Minimizing the negative impact of brand deletion
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 19 July 2023
Issue publication date: 23 August 2023
Abstract
Purpose
This research is primarily concerned with studying the impact of brand workers' problems on brand deletion (BD) outcomes. The authors also analyze how the level of consensus achieved during BD adoption and implementation influences the impact of brand workers' problems on BD outcomes.
Design/methodology/approach
A questionnaire was designed to obtain data from a representative sample of 155 real cases of BD.
Findings
Findings indicate that in contexts where workers feel their jobs are threatened or challenged, BD success may be undermined. However, the company does possess one important mechanism that can alleviate the negative impact of brand workers' problems: empowering them to pave the way toward consensus-building. Results do not support a negative effect of brand workers' problems on BD time efficiency or any effect of BD time efficiency on BD's contribution to a firm's economic performance.
Practical implications
Managers must be aware that problems derived from brand workers' actions are especially harmful for the company when there is no consensus, such that managers must prevent deletion from occurring under these circumstances.
Originality/value
This pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.
Keywords
Acknowledgements
This work was supported in part by the Junta de Castilla y León (Spain) under Project VA219P20 and in part by the Ministerio de Ciencia e Innovación, Plan Estatal de Investigación Científica y Técnica y de Innovación 2021-2023 under Project PID2021-123004NB-I00.
Citation
Temprano-García, V., Rodríguez-Escudero, A.I. and Rodríguez-Pinto, J. (2023), "Minimizing the negative impact of brand deletion", Marketing Intelligence & Planning, Vol. 41 No. 6, pp. 690-706. https://doi.org/10.1108/MIP-10-2022-0452
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited