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When and why does the name of the brand still matter?

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Abstract

Purpose
The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity.

Design/methodology/approach
An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research to obtain greater understanding. The study method used was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation.

Findings
Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy, are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time.

Originality/value
Value-generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.

Acceptance Date Nov 14, 2017
Publication Date Nov 14, 2017
Publicly Available Date Mar 29, 2024
Journal European Journal of Marketing
Print ISSN 0309-0566
Publisher Emerald
Pages 2118 - 2137
DOI https://doi.org/10.1108/EJM-06-2016-0360
Keywords Brand equity, Branding, Brand names, Temporality
Publisher URL https://www.emeraldinsight.com/doi/full/10.1108/EJM-06-2016-0360

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