Consumer Evaluation of Brand Deletion and Feedback Effect: a Motivational Approach

Saurabh Goorha, Cornell University, USA
This research investigates consumer evaluation of brand deletion and feedback effects. Using a reactance theory based motivational model, the studies focused on brand extension deletion. It was observed that awareness of brand extension deletion leads consumers to develop negative attitude towards the company and the parent brand, whose extension has been deleted. The liking towards the deleted brand extension increases significantly after awareness of deletion, if the deletion decision does not lead to quality questions. However, the attributions towards the manufacturer are only generated when the company is held responsible for the deletion. This research argues for companies to have a consumer-focused systematic brand deletion process for its brands.
[ to cite ]:
Saurabh Goorha (2007) ,"Consumer Evaluation of Brand Deletion and Feedback Effect: a Motivational Approach", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 465-468.