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Managing customer reactions to brand deletion in B2B and B2C contexts

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  • Shah, Purvi

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.

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  • Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920300230
    DOI: 10.1016/j.jretconser.2020.102223
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