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The Impact Of Business Name Changes In Branding And Customers' Perception: The Cases Of Almacenes Vivero Y Almacenes Ley Name Change To Almacenes Exito-Cartagena,Percepcion Del Cambio De Marca Cuando El Producto Es El Establecimiento Comercial: Caso Sustitucion De Almacenes Vivero Y Almacenes Ley Por Almacenes ÉXito- Cartagena De Indias Colombia

Author

Listed:
  • Emperatriz Londono Aldana
  • Maiía Eugenia Navas Rios

Abstract

This study analyzes the impact of a brand name change in the forms of a business name change. Specifically the name change of a successful store in Cartagena de Indias Colombia is examined. Lopez and Benlloch (2005) argue that trademark/trade-name positively impacts the generation of confidence in the product sold and its quality. The study seeks to determine if customers relate the name changes with quality changes. This research analyzes the buyer perception of the name change to Almacenes Vivero and Almacenes Ley from Almacenes Exito. The results shows that even though both stores are in the same geographical area, the impact of these name changes are considerable.

Suggested Citation

  • Emperatriz Londono Aldana & Maiía Eugenia Navas Rios, 2011. "The Impact Of Business Name Changes In Branding And Customers' Perception: The Cases Of Almacenes Vivero Y Almacenes Ley Name Change To Almacenes Exito-Cartagena,Percepcion Del Cambio De Marca Cuando ," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 4(2), pages 35-52.
    • Handle: RePEc:ibf:riafin:v:4:y:2011:i:2:p:35-52
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    More about this item

    Keywords

    image; positioning; brand; retail; supermarket; hypermarket;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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