000			01487nam a22002537a 4500
003			OSt
005			20251103144905.0
008			250910b |||||||| |||| 00| 0 eng d
020			_a0148-2963
040			_aEnglish _ctbs
041			_aEnglish
100			_aEwing, Michael T. _926394
245			_aBrand death: A developmental model of senescence _c/ Michael T. Ewing , Colin P. Jevons , Elias L. Khalil
260			_bJournal of Business Research _c2009
362			_aJournal of Business Research Volume 62, Issue 3, March 2009, Pages 332-338
520			_aDrawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory.
653			_aBrand death
653			_aConstitutive utility
653			_aSymbolic utility
700			_aJevons, Colin P. _926395
700			_aKhalili, Nader _926333
856			_uhttps://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0148296308001501
942			_2lcc
999			_c5130 _d5130