Temprano-García, Víctor; Rodríguez-Escudero, Ana Isabel - In: BRQ Business Research Quarterly 21 (2018) 2, pp. 69-83
Literature on brand deletion (BD), a critical and topical decision within a firm's marketing strategy, is extremely scarce. The present research is concerned with the decision-making process and examines the effect on BD success of three different approaches to decision-making – rational,...