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      Brand loyalty in the face of stockouts

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          Abstract

          An important managerial challenge is understanding consumers’ reactions to stockouts of a desired product―will they stay brand loyal or switch to competing brands? We posit that consumers are more likely to prefer substitutes from the same brand when a stockout is unexpected (vs. expected). This tendency arises as consumers feel greater negative affect upon encountering an unexpected stockout, which leads them to choose alternatives that provide greater affective value to ameliorate their negative feelings. Since the brand is a relatively affect-rich attribute compared to common non-brand attributes (e.g., price and quantity), consumers facing an unexpected stockout are more likely to choose a same-brand substitute. Five studies illustrate the effect and support the process by demonstrating that unexpected stockouts do not result in brand loyalty when non-brand attributes offer greater affective value than the brand. We further show that managers systematically mispredict how consumers’ expectations of stockouts relate to brand loyalty.

          Supplementary Information

          The online version contains supplementary material available at 10.1007/s11747-023-00924-8.

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          Most cited references78

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          Consumers and Their Brands: Developing Relationship Theory in Consumer Research

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            Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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                Author and article information

                Contributors
                uzmakhan@miami.edu
                a.depaoli@northeastern.edu
                Journal
                J Acad Mark Sci
                J Acad Mark Sci
                Journal of the Academy of Marketing Science
                Springer US (New York )
                0092-0703
                1552-7824
                16 March 2023
                16 March 2023
                : 1-31
                Affiliations
                [1 ]GRID grid.26790.3a, ISNI 0000 0004 1936 8606, Miami Herbert Business School, , University of Miami, ; 5250 University Dr., Coral Gables, FL 33146 USA
                [2 ]GRID grid.261112.7, ISNI 0000 0001 2173 3359, D’Amore-McKim School of Business, , Northeastern University, ; 360 Huntington Ave, Boston, MA 02115 USA
                Author information
                http://orcid.org/0000-0003-4890-4810
                Article
                924
                10.1007/s11747-023-00924-8
                10018630
                bdc218f4-3a3d-411b-98bc-daabdb0abf5b
                © The Author(s) 2023

                Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.

                History
                : 2 August 2021
                : 29 January 2023
                Funding
                Funded by: Northeastern University
                Categories
                Original Empirical Research

                brand loyalty,stockouts,shortage,scarcity,upgrades,mood-repair,consumer-expectations,retailing,covid-19,substitution

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