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It is difficult to ascertain the success factors and outcomes of deleting a brand, since these factors and outcomes differ by type of industries, firms, and brands, and vary based on contextual and organizational situations. Brand managers would benefit by having a guide explaining various factors that contribute to a successful brand deletion and providing measures of brand deletion success. Therefore, the purpose of this article is to present a list of success factors and outcomes of brand deletion, which brand managers can adapt to their specific brand deletion context and which academic researchers can use to further investigate the systemic aspects of brand deletion.

This article adopts a conceptual viewpoint methodology.

If brand deletion leads to improvements in business performance represented by better customer relationship management, superior competitive position, and boosts in financial performance without degrading stakeholder relationships, it can be called a success. Various factors contribute to this success such as a proactive approach to brand deletion with the involvement of top management and cross-functional teams, timely implementation of the decision, considering the strategic role and importance of the brand to be deleted in the overall brand portfolio, and managing interests of all key stakeholders affected by and influencing brand deletion.

Marketing practitioners can use the guidelines provided in this article and adapt it to their individual idiosyncratic contexts during brand deletion decision-making and implementation. Researchers are encouraged to further investigate the phenomenon of brand deletion strategy and focus more research attention on developing strong empirical knowledge in this important yet under-researched field.

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.

A questionnaire was designed to obtain data from a representative sample of 155 real cases of BD.

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.

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.

This pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.

The purpose of this paper is to identify how organizations can evaluate the green product deletion decision within an environmentally sustainable consumption and production environment through a hybrid multistage multiple criteria evaluation approach.

This paper proposes a decision-making model by integrating “soft computation” using neighborhood rough set theory, fuzzy cluster means, and cumulative prospect theory. Literature is used to identify various factors for the decision environment. An illustrative problem provides insights into the methodology and application.

The results indicate that green products can be evaluated from both their relative environmental burdens and benefits. Sustainable consumption and production factors that play a role in this multifactor decision are identified. The results show that a comprehensive evaluation can capture an effective overall picture on which green product(s) to delete.

The opaqueness of the proposed methodology may cause less acceptance by management. The methodology made a number of assumptions related to the data. An actual application of the tool rather than just an illustrative example is needed.

The main contribution of this study is the novel integration of supply chain perspectives, both upstream (supply and production) and downstream (demand/usage), with green product deletion decision making. The hybrid multistage technique has advantages of being able to incorporate many factors that have a variety of quantitative and qualitative characteristics to help managers address green product deletion issues as well as its impact on greening of supply chains and organizational environmental sustainability. This paper adds value to product deletion, supply chain management, and sustainable production and consumption literatures.

Market uncertainties require organizations to consistently revisit their product portfolio. Theoretically the link between corporate strategy, supply chain and operations for Product Deletion (PD) decisions is lacking. The purpose of this study is to develop a decision support tool that enables managers to evaluate PD decisions across business, supply chain strategies and customer considerations; rationalizing product portfolio variety while realizing long-term organizational competitiveness.

This study applies Quality Function Deployment (QFD) to formalize PD decision-making across multiple functional strategy perspectives. Manufacturing, supply chain, finance and marketing functions are included along with incorporating multiple stakeholder voices from multiple organizational levels—including top-management team members, cross-functional managers and customers. A case study application is conducted using an Original Equipment Manufacturer (OEM) perspective.

The interrelationships between business, supply chain strategies and customer requirements are identified, along with tensions and tradeoffs using a series of “houses” or relationship matrices. The methodology provides managers with a decision support tool that can be flexible and applicable to aid sound PD decision-making incorporating multiple stakeholders.

Product decisions at the decline stage—for example product retirement or deletion—are neglected both in research and in practice. Having a formalized systematic process can make PD outcomes more objective. The proposed QFD approach is one of the early PD decision support tools—products can be deleted for strategic, operational and customer-related reasons, and the hierarchical interrelationships among various reasons need to be carefully managed to ensure sound product portfolio rationalization.

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life.

Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro.

Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role.

The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM.

To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

The aim of this study is to determine the effects of brand components (CBBE, brand fit, brand image, brand reputation, brand familiarity) on consumers brand portfolio attitude via perceived risk (for two main portfolio strategies).

The study used a structured questionnaire to collect primary data from 636 consumers who made purchases from companies using house of brand (318) and branded house strategy (318). By conducting reliability and validity analysis, the model of this study was tested with confirmatory factor analysis and path analysis methods, using structural equation modeling.

According to the results of the path analysis, the effects of CBBE and brand reputation on brand attitude were confirmed for both house of brand and branded house strategy. Moreover, the full and partial mediating effect of perceived risk was proven in the relationships.

One of the limitations of the study is determining a portfolio of brands for each strategy and collecting data for these brands. In addition, since the number of consumers using brand portfolios could not be reached in the study, data could be collected using the purposeful convenience sampling method. For this reason, it is thought that research conducted with the data obtained through systematic sampling methods can yield more reliable results.

Managers of companies with a brand portfolio should work on a main strategy that enhances CBBE and brand reputation regardless of the strategy they use. After these two variables, the variable that portfolio managers need to address is brand fit.

It will offer different perspectives in terms of understanding which portfolio strategy is needed, and which predecessors and outputs can be produced. Also, the findings of the research will produce important results to reduce the perceived risks of consumers and increase their positive attitudes toward brand portfolios.

Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making. Nowadays, the supply chain is considered a major tool of branding and marketing. After an extensive literature review, it has been found that the studies that test the marketing advantages (MAs) and sustainable competitiveness through branding are scarce. The purpose of this study is to empirically examine the relationship between branding and MAs and mediating the role of sustainable competitiveness.

This is a quantitative study. An instrument was adopted, and data were collected. The researchers tested the hypotheses from the survey data from 179 electronic organizations. The data ware analyzed through structural equation modeling to examine the proposed hypothesis of this study.

The findings indicate that the relationship among dimensions of branding attitude and MAs were supported (expect reliability). Additionally, this study also revealed that a sustainable competitive variable plays a substantial role as a mediating variable in those relationships.

This study is a cross-sectional survey. Consequently, the limited sample size from the electric industry may affect the power of generalizability. The next study may be demonstrated for other industries to respect the nature of the branding and MAs among the managerial staff of other industries.

This study will help managers to understand how to use the supply chain as branding for their MAs through sustainable competitiveness.

This study adds practical value to the literature on sustainable competitive, branding and MA and supply chain. The study shows that sustainable competitiveness has varying mediating effects on industry value.

This paper aims to use utilitarian benefits, hedonic benefits and corporate social responsibility to influence the consumer’s sense of brand identity and brand trust in social enterprise products and, thus, favourably affect repurchase intention.

This study dispatched 430 questionnaires in Taiwan. The top six social enterprises in the organic food industry in Taiwan that accounted for 84.0% of total green organic stores and they were selected for field investigation. This study used structural equation modelling.

The main path indicates that corporate social responsibility has a largely positive effect going through brand identity and brand trust, and then affecting the decision to repurchase. Therefore, the image of` corporate social responsibility was the greatest driving force. The secondary path indicated that utilitarian benefits positively affected brand identity and brand trust, which, in turn, positively affected repurchase intention. Therefore, utilitarian benefits were the secondary driving force of repurchasing social enterprise products.

This study indicates that social enterprises need to carry out effective corporate social responsibility to create a sense of strong brand trust in consumers’ minds. Empirical results can benefit social marketers for their product launches and promotions. Social enterprises can realize consumer differentiation preferences. With the effective grasp the information of consumer perception, the social marketers can turn passive into active and catch the marketing opportunities by the brand identity and trust to the content of the marketing programs design.

The novelty of this study is to propose an identity-repurchase intention (IRI) model, based on consumer information processing lens and self-congruency theory, to investigate the social enterprise perspective.

This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables.

Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based.

First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions.

This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers.

The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.