Managing customer reactions to brand deletion in B2B and B2C contexts

Purvi Shah

Journal of Retailing and Consumer Services, 2020, vol. 57, issue C

Abstract: •Deleting weak brands facilitates channelizing scarce resources to strong brands.•B2B and B2C firms hesitate to delete brands as they fear facing customer resistance.•Understanding customer reactions to brand deletion ensures a smooth deletion process.•Involving and offering support to customers while deleting a brand is crucial.•Providing timely notifications and brand substitutes helps reduce customer churn.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920300230

DOI: 10.1016/j.jretconser.2020.102223

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