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    Brand ageing: an analysis from a Latin American perspective
    (Emerald, 2021-11-11)
    Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an international presence, the paper uses a grounded-theory qualitative methodology, including in-depth interviews and documentary brand reviews over a longitudinal time dimension, to perform an analysis of specific aspects that affect brand ageing processes. Findings The results revealed that the factors that determine brand ageing can be classified into the following two subgroups: exogenous (conditions of the economic environment, category conditions, entrance of new competitors, ageing current consumers and entry of new consumers) and endogenous (organisational growth, upper management convictions, marketing structure, brand architecture, inappropriate naming and obsolete brand image) factors. Originality/value This research provides substantial academic value and insights that allow a better understanding of specific aspects that influence the brand ageing process.
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    Passive consequences of brand hate: the mediating role of brand avoidance
    (2022-06-29)
    This study aims to determine the antecedents of brand patronage reduction as a consequence of brand hate, demonstrating the mediating effect of brand avoidance on passive/flight consequences of brand hate, showing their impact on a firm's brand equity. A survey was carried out with a sample of 307 consumers of mobile phone operators. The structural model was analysed using SmartPLS3. The results demonstrated that brand hate is significantly relevant in its impact on patronage reduction and brand equity. The model explained 57,9% of patronage reduction as a consequence of brand hate in a nomological explanation chain of constructs. The research demonstrated how passive/flight behaviours are generated by brand hate, indicating to managers that brand avoidance would be developed and must be prevented in order to reduce the negative impacts on patronage reduction and brand equity. Despite the relevance of negative consumer-brand relationships, no study has adequately explained patronage reduction as a consequence of brand hate. Furthermore, this is the first study to demonstrate the relevant role of brand avoidance, acting as a mediator in the relationship between brand hate and its consequences, presenting negative impacts on patronage reduction and brand equity.