The impact of brand and category characteristics on consumer stock-out reactions

Laurens Sloot, Peter Verhoef and Philip Hans Franses

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low equity brands. Brand loyalty is especially strong for high equity brands in hedonic product groups. Our study also confirms findings from prior research on OOS reactions. Theoretical and managerial implications of the findings of the study are discussed.

Keywords: brand management; consumers; fast moving consumer goods; marketing-models; retailing (search for similar items in EconPapers)
JEL-codes: C44 M M31 M39 (search for similar items in EconPapers)
Date: 2002-11-25
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Citations: View citations in EconPapers (1)

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