𝔖 Bobbio Scriptorium
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Consumer Response Analysis to the Electronic Brands

✍ Scribed by Nobre, Helena; Brito, Carlos Melo; de Lencastre, Paulo

Book ID
126916305
Publisher
Haworth Press Inc
Year
2004
Tongue
English
Weight
854 KB
Volume
10
Category
Article
ISSN
1547-5778

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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