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Brand loyalty in the face of stockouts
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 ten...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2023
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10018630/ https://www.ncbi.nlm.nih.gov/pubmed/37359264 http://dx.doi.org/10.1007/s11747-023-00924-8 |