Commercial Surveys

Commercial Surveys

Identifying the Determinants of Revitalizing of Dead Brands: A Consumer Perspective Approach (Case Study: Meli Shoes)

Document Type : Original Article

Authors
Bagher Asgarnezhad Nouri 1
Masoumeh Mirmousavi 2
Allahyar beigi firoozi 3
1 Associate Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran
2 University of Tehran
3 Instructor, Business Administration Department, Faculty of Management and Accounting, university of Payeme Noor, Iran
10.22034/bs.2022.548765.2495
Abstract
Companies can successfully revive a brand by leveraging the lost positive aspects of the brand among existing and old customers and by using effective revitalization strategies combined with integrated marketing communications. The purpose of this study is to identify the determinants of revitalization of destroyed brands: a consumer perspective approach. Based on the research background, from the consumer perspective, 5 indicators affecting the revitalization of destroyed brands were identified. A standard questionnaire was used to measure research variables. The statistical population of the study includes 350 people who have used national footwear products in the past and were selected by simple random sampling. SPSS and LISREL software were used to analyze the data and structural equation modeling was used to analyze the hypotheses. The results of data analysis showed that functional brand usefulness, brand social usefulness, brand value utility, brand superiority have a positive effect on the revitalization of destroyed brands and nostalgia plays a moderating role between social utility, brand value utility and revitalization. The brand has been destroyed.
Keywords
Brand Revitalization / Applied Brand Utility / Brand Value Utility / Brand Social Utility / Brand Superiority / Nostalgia
 
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Commercial Surveys
Volume 20, Issue 116 - Serial Number 116
November and December 2023
Pages 1-26

  • Receive Date 13 February 2022
  • Revise Date 24 March 2022
  • Accept Date 28 March 2022