Brand Resurrection: A Study on Determinants of Reviving Dead Brands in a Emerging Economy

Handique, Kaushik; Sarkar, Samir

doi:10.34218/ijm.11.12.2020.098

IJM

2020

DOI: 10.34218/ijm.11.12.2020.098

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Brand Resurrection: A Study on Determinants of Reviving Dead Brands in a Emerging Economy

Kaushik Handique¹,

Samir Sarkar²

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2023

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Cited by 2 publications

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“…The research pointed out the interchangeable nature of nostalgia. For example, the research conducted by Davari et al (2017), Hallegatte et al (2018), Handique and Sarkar (2020) and considered nostalgia as a moderator, whereas, Gilal et al (2020a) felt nostalgia as an antecedent, Similarly, Nassimi et al (2015) explained the effects of brand revitalisation on consumers' attitudinal and behavioural loyalty.…”

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Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

Chandra¹,

Tripathi²

2023

CEBR

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The true identity of brands fades with changes in a market environment. Growing concerns regarding the decline of long-established brands have caught the attention of academicians and practitioners both. There is undivided attention witnessed in literature to develop a research framework to identify antecedents and intervening factors and their impact on Brand Revitalization. The primary aim of the study is to categorise identified variables into different approaches and integrate intervening variables to propose a research framework for empirical validation. Based on the systematic literature review approach, 93 studies from more than three decades (1984 to 2021) were undertaken after applying inclusion and exclusion criteria. 62 percent qualitative research and 27 percent empirical and mixed research papers were obtained. A total of 63 variables from 18 empirical studies were categorised into two approaches of 'Brand re-enchantment' and 'Brand modernity', which significantly influenced brand revitalisation. 9 mediators and 12 moderators were obtained from which 'Advertising' was introduced as a mediator for effective brand revitalisation. The research paper provides a scope to empirically validate the proposed research framework in different sectors and industries to carry the domain of brand revitalisation to an advance level. Implications for Central European audience: According to Eurostat 1 , Annual inflation rate in the Euro Area increased from 4.1% in 2021 to 8.9% in 2022. Price has been accelerated for food, beverages, industrial goods and services. This has declined the purchasing power of consumers while making the of goods and services more expensive. As a result, demand-side is slowing down and consumers are shifting to low or no frills brands making it challenging for brands to capture the likely brand decline. However, mature or declining brands often enjoy strong brand equity and there is residual salience which can be leveraged to retain existing consumers. The study offers guidelines to recognize the acute CENTRAL EUROPEAN BUSINESS REVIEW and latent signs of brand decline and provide possible revitalization strategies to increase market share, aid in internationalization, and strengthen the perceived brand image of Central European brands. Advertising illustrates the brand's features, benefits, and uses, which may help in conveying the desired image of brands to the audience of central European countries.

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confidence: 99%

Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

Chandra¹,

Tripathi²

2023

CEBR

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The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local

Gonzalez-Cavazos,

Quintanilla,

Ayala

2023

Journal of Global Marketing

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Brand Resurrection: A Study on Determinants of Reviving Dead Brands in a Emerging Economy

Cited by 2 publications

References 0 publications

Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local

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