Purpose

This research is primarily concerned with studying the impact of brand workers' problems on brand deletion (BD) outcomes. The authors also analyze how the level of consensus achieved during BD adoption and implementation influences the impact of brand workers' problems on BD outcomes.

Design/methodology/approach

A questionnaire was designed to obtain data from a representative sample of 155 real cases of BD.

Findings

Findings indicate that in contexts where workers feel their jobs are threatened or challenged, BD success may be undermined. However, the company does possess one important mechanism that can alleviate the negative impact of brand workers' problems: empowering them to pave the way toward consensus-building. Results do not support a negative effect of brand workers' problems on BD time efficiency or any effect of BD time efficiency on BD's contribution to a firm's economic performance.

Practical implications

Managers must be aware that problems derived from brand workers' actions are especially harmful for the company when there is no consensus, such that managers must prevent deletion from occurring under these circumstances.

Originality/value

This pioneering study proposes and empirically validates the relationship between brand workers' problems and BD success and BD time efficiency, moderated by consensus.

中文翻译：

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最大限度地减少品牌删除的负面影响

目的

本研究主要关注品牌工作者的问题对品牌删除（BD）结果的影响。作者还分析了 BD 采用和实施过程中达成的共识水平如何影响品牌工作者的问题对 BD 结果的影响。

设计/方法论/途径

设计了一份调查问卷，从 155 个 BD 真实病例的代表性样本中获取数据。

发现

调查结果表明，在员工感到自己的工作受到威胁或挑战的情况下，BD 的成功可能会受到损害。然而，该公司确实拥有一项重要机制，可以减轻品牌员工问题的负面影响：赋予他们权力，为建立共识铺平道路。结果并不支持品牌工人的问题对 BD 时间效率产生负面影响，也不支持 BD 时间效率对 BD 对公司经济绩效的贡献产生任何影响。

实际影响

管理者必须意识到，在没有达成共识的情况下，品牌工作者的行为所引发的问题对公司的危害尤其大，因此管理者必须防止在这种情况下发生删除行为。

原创性/价值

这项开创性的研究提出并实证验证了品牌工作者的问题与 BD 成功和 BD 时间效率之间的关系，并通过共识进行调节。