The Impact of Brand Delisting on Store Switching and Brand Switching Intentions |
| |
Authors: | Laurens M Sloot Peter C Verhoef |
| |
Institution: | a Faculty of Economics and Business, University of Groningen, EFMI Business School, P.O. Box 800, NL-8700 AV Groningen, The Netherlands b Department of Marketing, Faculty of Economics and Business, University of Groningen, P.O. Box 800, NL-8700 AV Groningen, The Netherlands |
| |
Abstract: | A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers’ brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand manufacturer. Therefore, many brand manufacturers feel enormous pressure to give in and improve buying conditions to favor the retailer. The question thus emerges: Can a brand manufacturer resist a retailer's threat to delist its brand(s)? If a brand delisting severely hurts retail sales, it is easier for a brand manufacturer to resist. The authors study the impact of brand delistings on store switching and brand switching using a controlled online experiment and in-store shopper survey. They develop and test a conceptual model with several antecedents of consumers’ reactions to a brand delisting and conclude that brand equity, market share, and the products’ hedonic level drive store and brand switching. |
| |
Keywords: | Retailing Brand management Brand equity Category management Store loyalty Brand loyalty Retail power Private labels |
本文献已被 ScienceDirect 等数据库收录! |
|