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

Author

Listed:
  • Sloot, L.M.
  • Verhoef, P.C.
  • Franses, Ph.H.B.F.

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.

Suggested Citation

  • Sloot, L.M. & Verhoef, P.C. & Franses, Ph.H.B.F., 2002. "The impact of brand and category characteristics on consumer stock-out reactions," ERIM Report Series Research in Management ERS-2002-106-MKT, 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.
    • Handle: RePEc:ems:eureri:257
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    File URL: https://repub.eur.nl/pub/257/erimrs20021125174407.pdf
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    References listed on IDEAS

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    1. Campo, Katia & Gijsbrechts, Els & Nisol, Patricia, 2004. "Dynamics in consumer response to product unavailability: do stock-out reactions signal response to permanent assortment reductions?," Journal of Business Research, Elsevier, vol. 57(8), pages 834-843, August.
    2. Fitzsimons, Gavan J, 2000. "Consumer Response to Stockouts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 249-266, September.
    3. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    4. Franses,Philip Hans & Paap,Richard, 2010. "Quantitative Models in Marketing Research," Cambridge Books, Cambridge University Press, number 9780521143653.
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    Cited by:

    1. Lee, Richard & Murphy, Jamie, 2008. "The Moderating Influence of Enjoyment on Customer Loyalty," Australasian marketing journal, Elsevier, vol. 16(2), pages 11-21.

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    More about this item

    Keywords

    brand management; consumers; fast moving consumer goods; marketing-models; retailing;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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