Λεπτομέρειες βιβλιογραφικής εγγραφής
| Τίτλος: |
Off the shelf, still on their minds? Comprehending consumer responses to brand deletion. |
| Συγγραφείς: |
Shah, Purvi1 (AUTHOR), Loiacono, Eleanor T.2 (AUTHOR), Wilson, E. Vance3 (AUTHOR) |
| Πηγή: |
Journal of Brand Strategy. Summer2026, Vol. 15 Issue 1, p43-58. 16p. |
| Θεματικοί όροι: |
*Brand loyalty, *Customer retention, *Consumer behavior, *Product management, Communication strategies, Emotions |
| Περίληψη: |
Consumers frequently develop strong relationships with brands and thus are profoundly affected when these beloved brands are deleted from firm portfolios. The purpose of this research is to develop a fine-grained understanding of brand deletion from the consumers' perspective, by identifying their key responses to brand deletion and developing self-report measures to assess these responses. A practical framework was developed to help firms understand and measure consumer reactions through an instrument and an overarching model conceptualising consumers' responses to brand deletion. Consumers' responses to brand deletion were found to emerge as a three-stage process: 1) thoughts and interpretations of the brand's discontinuation; 2) emotional reactions such as sadness and/or betrayal; and 3) actions that can include complaining and/or negative word of mouth. Prior research has focused on a variety of specific atomistic consumer responses to brand deletion, including grief, rage and retaliation. In contrast, the research applies an integrated approach grounded in the tripartite model of cognition-affect-behaviour and the theory of cognitive appraisal. Actionable insights are offered for brand managers to anticipate consumer backlash and design effective communication strategies to plan and implement brand deletion decisions effectively. This framework equips businesses to reduce risk and maintain customer loyalty in the event of brand deletions. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] |
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| Βάση Δεδομένων: |
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