The Impact of Brand and Category Characteristics on Consumer Stock-Out Reactions

46 Pages Posted: 18 Jan 2003

See all articles by Laurens Sloot

Laurens Sloot

Erasmus University Rotterdam (EUR) - Erasmus Food Management Institute

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research

Philip Hans Franses

Erasmus University Rotterdam (EUR) - Department of Econometrics

Date Written: 25 2002, 11

Abstract

We develop two models to test hypotheses on the specific impact ofbrand and category characteristics on consumer stock-out responses.Our empirical results show that both characteristics are importantdeterminants. Consumers are more product loyal in hedonic productgroups than in utilitarian product groups and consumers are more brandloyal to high equity brands than to low equity brands. Brand loyaltyis 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 studyare discussed.

Keywords: brand management, retailing, fast moving consumer goods, consumers, marketing-models

JEL Classification: M, M31, C44, M39

Suggested Citation

Sloot, Laurens and Verhoef, Peter C. and Franses, Philip Hans, The Impact of Brand and Category Characteristics on Consumer Stock-Out Reactions (25 2002, 11). ERIM Report Series Reference No. ERS-2002-106-MKT. Available at SSRN: https://ssrn.com/abstract=371053

Laurens Sloot (Contact Author)

Erasmus University Rotterdam (EUR) - Erasmus Food Management Institute ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 1307 (Phone)
+31 10 408 9160 (Fax)

Peter C. Verhoef

University of Groningen - Department of Marketing & Marketing Research ( email )

Netherlands

Philip Hans Franses

Erasmus University Rotterdam (EUR) - Department of Econometrics ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 1278 (Phone)
+31 10 408 9162 (Fax)

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