Brand loyalty in the face of stockouts
CC BY
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2023
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| Truy cập trực tuyến: | https://link.springer.com/article/10.1007/s11747-023-00924-8 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8434 |
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oai:localhost:PNK-84342023-05-11T01:40:25Z Brand loyalty in the face of stockouts Uzma, Khan Alexander, DePaoli stockout important managerial challenge CC BY An important managerial challenge is understanding consumers’ reactions to stockouts of a desired product―will they stay brand loyal or switch to competing brands? We posit that consumers are more likely to prefer substitutes from the same brand when a stockout is unexpected (vs. expected). This tendency arises as consumers feel greater negative affect upon encountering an unexpected stockout, which leads them to choose alternatives that provide greater affective value to ameliorate their negative feelings. Since the brand is a relatively affect-rich attribute compared to common non-brand attributes (e.g., price and quantity), consumers facing an unexpected stockout are more likely to choose a same-brand substitute. Five studies illustrate the effect and support the process by demonstrating that unexpected stockouts do not result in brand loyalty when non-brand attributes offer greater affective value than the brand. We further show that managers systematically mispredict how consumers’ expectations of stockouts relate to brand loyalty. 2023-05-11T01:40:25Z 2023-05-11T01:40:25Z 2023 Book https://link.springer.com/article/10.1007/s11747-023-00924-8 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8434 en application/pdf Springer |
| institution |
Digital Phenikaa |
| collection |
Digital Phenikaa |
| language |
English |
| topic |
stockout important managerial challenge |
| spellingShingle |
stockout important managerial challenge Uzma, Khan Alexander, DePaoli Brand loyalty in the face of stockouts |
| description |
CC BY |
| format |
Book |
| author |
Uzma, Khan Alexander, DePaoli |
| author_facet |
Uzma, Khan Alexander, DePaoli |
| author_sort |
Uzma, Khan |
| title |
Brand loyalty in the face of stockouts |
| title_short |
Brand loyalty in the face of stockouts |
| title_full |
Brand loyalty in the face of stockouts |
| title_fullStr |
Brand loyalty in the face of stockouts |
| title_full_unstemmed |
Brand loyalty in the face of stockouts |
| title_sort |
brand loyalty in the face of stockouts |
| publisher |
Springer |
| publishDate |
2023 |
| url |
https://link.springer.com/article/10.1007/s11747-023-00924-8 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8434 |
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1765626990630535168 |
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8.891787 |