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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...

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Detalles Bibliográficos
Autores principales: Khan, Uzma, DePaoli, Alexander
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2023
Materias:
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
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author Khan, Uzma
DePaoli, Alexander
author_facet Khan, Uzma
DePaoli, Alexander
author_sort Khan, Uzma
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description 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. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1007/s11747-023-00924-8.
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spelling pubmed-100186302023-03-16 Brand loyalty in the face of stockouts Khan, Uzma DePaoli, Alexander J Acad Mark Sci Original Empirical Research 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. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1007/s11747-023-00924-8. Springer US 2023-03-16 /pmc/articles/PMC10018630/ /pubmed/37359264 http://dx.doi.org/10.1007/s11747-023-00924-8 Text en © The Author(s) 2023 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Original Empirical Research
Khan, Uzma
DePaoli, Alexander
Brand loyalty in the face of stockouts
title 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_short Brand loyalty in the face of stockouts
title_sort brand loyalty in the face of stockouts
topic Original Empirical Research
url 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
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