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An evaluation of strategic responses to consumer boycotts

✍ Scribed by Ulku Yuksel; Victoria Mryteza


Book ID
116618281
Publisher
Elsevier Science
Year
2009
Tongue
English
Weight
247 KB
Volume
62
Category
Article
ISSN
0148-2963

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## Abstract While research on innovation and new product development abounds in the literature, studies on firms deleting brands from their portfolio are virtually non‐existent. This paper provides a pioneering examination of how brand elimination might influence consumer evaluations of the firm. A