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- W1600702974 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." @default.
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- W1600702974 date "2014-10-08" @default.
- W1600702974 modified "2023-10-16" @default.
- W1600702974 title "Requiem for a Brand: Consumer Response to Brand Elimination" @default.
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- W1600702974 doi "https://doi.org/10.1007/978-3-319-10873-5_281" @default.
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