Economics at your fingertips  

The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

Laurens M. Sloot and Peter C. Verhoef

Journal of Retailing, 2008, vol. 84, issue 3, 281-296

Abstract: A tool retailers often use to improve their negotiating position with brand manufacturers is to delist – or threaten to delist – the manufacturers’ brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand manufacturer. Therefore, many brand manufacturers feel enormous pressure to give in and improve buying conditions to favor the retailer. The question thus emerges: Can a brand manufacturer resist a retailer's threat to delist its brand(s)? If a brand delisting severely hurts retail sales, it is easier for a brand manufacturer to resist. The authors study the impact of brand delistings on store switching and brand switching using a controlled online experiment and in-store shopper survey. They develop and test a conceptual model with several antecedents of consumers’ reactions to a brand delisting and conclude that brand equity, market share, and the products’ hedonic level drive store and brand switching.

Keywords: Retailing; Brand management; Brand equity; Category management; Store loyalty; Brand loyalty; Retail power; Private labels (search for similar items in EconPapers)
Date: 2008
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (24) Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2018-05-05
Handle: RePEc:eee:jouret:v:84:y:2008:i:3:p:281-296