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The Impact of Business Name Changes in Branding and Customers' Perception: The Cases of Almacenes Viveroy Almacenes Ley Name Change to Almacenes Exito-Cartagena

Revista International Administración & Finanzas, Vol. 4, No. 2, pp. 35-52, 2011

18 Pages Posted: 13 Jul 2011 Last revised: 25 Aug 2011

Emperatriz Londoño Aldana

Universidad de Cartagena

María Eugenia Navas Ríos

Universidad de Cartagena

Date Written: 2011

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.

Notes: Downloadable document is in Spanish.

Keywords: image, positioning, brand, retail, supermarket, hypermarket

JEL Classification: M20, M31

Suggested Citation

Londoño Aldana, Emperatriz and Navas Ríos, María Eugenia, The Impact of Business Name Changes in Branding and Customers' Perception: The Cases of Almacenes Viveroy Almacenes Ley Name Change to Almacenes Exito-Cartagena (2011). Revista International Administración & Finanzas, Vol. 4, No. 2, pp. 35-52, 2011. Available at SSRN: https://ssrn.com/abstract=1883895

Emperatriz Londoño Aldana (Contact Author)

Universidad de Cartagena ( email )

Cartagena, Bolívar
Colombia

María Eugenia Navas Ríos

Universidad de Cartagena ( email )

Cartagena, Bolívar
Colombia

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