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

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.



Citation:

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.

Authors

Saurabh Goorha, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Featured

The Power of the Past: Consumer Nostalgia as a Coping Resource

Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands

Read More

Featured

Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.