IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v57y2020ics0969698920300230.html
   My bibliography  Save this article

Managing customer reactions to brand deletion in B2B and B2C contexts

Author

Listed:
  • Shah, Purvi

Abstract

•Deleting weak brands facilitates channelizing scarce resources to strong brands.•B2B and B2C firms hesitate to delete brands as they fear facing customer resistance.•Understanding customer reactions to brand deletion ensures a smooth deletion process.•Involving and offering support to customers while deleting a brand is crucial.•Providing timely notifications and brand substitutes helps reduce customer churn.

Suggested Citation

  • Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920300230
    DOI: 10.1016/j.jretconser.2020.102223
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698920300230
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102223?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bandara, Ruwan & Fernando, Mario & Akter, Shahriar, 2020. "Explicating the privacy paradox: A qualitative inquiry of online shopping consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Kelvin Lancaster, 1990. "The Economics of Product Variety: A Survey," Marketing Science, INFORMS, vol. 9(3), pages 189-206.
    3. Troiville, Julien & Hair, Joe F. & Cliquet, Gérard, 2019. "Definition, conceptualization and measurement of consumer-based retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 73-84.
    4. Park, Hyejune & Joyner Armstrong, Cosette M., 2019. "Is money the biggest driver? Uncovering motives for engaging in online collaborative consumption retail models for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 42-50.
    5. Farquhar, Jillian Dawes & Panther, Tracy, 2008. "Acquiring and retaining customers in UK banks: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 9-21.
    6. Massa, Silvia & Testa, Stefania, 2011. "Beyond the conventional-specialty dichotomy in food retailing business models: An Italian case study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 476-482.
    7. Fatima, Johra Kayeser & Di Mascio, Rita, 2018. "Reversing the dependency-trust relationship in B2C services," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 1-10.
    8. Qingyun Zhu & Purvi Shah & Joseph Sarkis, 2020. "A paler shade of green: implications of green product deletion on supply chains," International Journal of Production Research, Taylor & Francis Journals, vol. 58(15), pages 4567-4588, July.
    9. Uday S. Karmarkar, 1987. "Lot Sizes, Lead Times and In-Process Inventories," Management Science, INFORMS, vol. 33(3), pages 409-418, March.
    10. David B. Montgomery & Marian Chapman Moore & Joel E. Urbany, 2005. "Reasoning About Competitive Reactions: Evidence from Executives," Marketing Science, INFORMS, vol. 24(1), pages 138-149, September.
    11. Stein, Alisha & Ramaseshan, B., 2016. "Towards the identification of customer experience touch point elements," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 8-19.
    12. Ozuem, Wilson & Howell, Kerry E. & Lancaster, Geoff, 2019. "The impact of digital books on marketing communications," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 131-137.
    13. Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2019. "Response to stockout in grocery stores: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 242-252.
    14. Cristel Antonia Russell & Hope Jensen Schau, 2014. "When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1039-1062.
    15. Wang, Yao-Chin & Lang, Chunmin, 2019. "Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 1-9.
    16. Wanke, Michaela & Bohner, Gerd & Jurkowitsch, Andreas, 1997. "There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 170-177, September.
    17. Naeem Gul Gilal & Jing Zhang & Faheem Gul Gilal & Rukhsana Gul Gilal, 2020. "Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 160-180, March.
    18. Shah, Purvi & Laverie, Debra A. & Davis, Donna F., 2017. "Brand deletion," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(4), pages 434-452, March.
    19. David Harness & Tina Harness, 2004. "The new customer relationship management tool -- product elimination?," The Service Industries Journal, Taylor & Francis Journals, vol. 24(2), pages 67-80, March.
    20. Purvi Shah, 2017. "Culling the brand portfolio: brand deletion outcomes and success factors," Management Research Review, Emerald Group Publishing Limited, vol. 40(4), pages 370-377, April.
    21. Hall-Phillips, Adrienne & Shah, Purvi, 2017. "Unclarity confusion and expiration date labels in the United States: A consumer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 118-126.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    2. Brojeswar Pal & Shib Sankar Sana, 2022. "Game-theoretic analysis in an environment-friendly competitive closed-loop dual-channel supply chain with recycling," Operations Management Research, Springer, vol. 15(3), pages 627-646, December.
    3. Rinta-Kahila, Tapani & Penttinen, Esko & Kumar, Ashish & Janakiraman, Ramkumar, 2021. "Customer reactions to self-checkout discontinuance," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Adam Marcysiak, 2021. "Customer service quality management on the courier services market," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 190-203, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    3. Golrizgashti, Seyedehfatemeh & Hosseini, SeyedHossein & Zhu, Qingyun & Sarkis, Joseph, 2023. "Evaluating supply chain dynamics in the presence of product deletion," International Journal of Production Economics, Elsevier, vol. 255(C).
    4. Lepori, Gabriele M., 2015. "Investor mood and demand for stocks: Evidence from popular TV series finales," Journal of Economic Psychology, Elsevier, vol. 48(C), pages 33-47.
    5. Nan Xia & S. Rajagopalan, 2009. "Standard vs. Custom Products: Variety, Lead Time, and Price Competition," Marketing Science, INFORMS, vol. 28(5), pages 887-900, 09-10.
    6. Cecere, Grazia & Corrocher, Nicoletta & Battaglia, Riccardo David, 2015. "Innovation and competition in the smartphone industry: Is there a dominant design?," Telecommunications Policy, Elsevier, vol. 39(3), pages 162-175.
    7. Caroline Schlinkert & Marleen Gillebaart & Jeroen Benjamins & Maartje P. Poelman & Denise de Ridder, 2020. "Snacks and The City: Unexpected Low Sales of an Easy-Access, Tasty, and Healthy Snack at an Urban Snacking Hotspot," IJERPH, MDPI, vol. 17(20), pages 1-17, October.
    8. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    9. Luca Secondi, 2019. "Expiry Dates, Consumer Behavior, and Food Waste: How Would Italian Consumers React If There Were No Longer “Best Before” Labels?," Sustainability, MDPI, vol. 11(23), pages 1-15, December.
    10. Craig R. Fox, 2006. "The availability heuristic in the classroom: How soliciting more criticism can boost your course ratings," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 1, pages 86-90, July.
    11. Suren Basov & Svetlana Danilkina & David Prentice, 2020. "When Does Variety Increase with Quality?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 56(3), pages 463-487, May.
    12. Johnson, Michael D. & Kirchain, Randolph E., 2009. "Quantifying the effects of product family decisions on material selection: A process-based costing approach," International Journal of Production Economics, Elsevier, vol. 120(2), pages 653-668, August.
    13. Hassan, Daniel & Monier-Dilhan, Sylvette, 2009. "Mesure des changements de consommation suite à une segmentation de l’offre : l’exemple de la tomate fraîche," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement (RAEStud), Institut National de la Recherche Agronomique (INRA), vol. 90(3).
    14. David Silvera & FRANK R. KARDES & BRUCE E. PFEIFFER & ASHLEY R. ARSENA & R. JUSTIN GOSS, 2013. "Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion," Working Papers 0202mkt, College of Business, University of Texas at San Antonio.
    15. Ina Ganguli & Marieke Huysentruyt & Chloé Le Coq, 2021. "How Do Nascent Social Entrepreneurs Respond to Rewards? A Field Experiment on Motivations in a Grant Competition," Management Science, INFORMS, vol. 67(10), pages 6294-6316, October.
    16. Wallace J. Hopp & Xiaowei Xu, 2005. "Product Line Selection and Pricing with Modularity in Design," Manufacturing & Service Operations Management, INFORMS, vol. 7(3), pages 172-187, August.
    17. Mangan, John & Trendle, Bernard, 2017. "Hard-to-fill vacancies: An analysis of demand side responses in the Australian state of Queensland," Economic Analysis and Policy, Elsevier, vol. 54(C), pages 49-56.
    18. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    19. Debabrata Dey & Atanu Lahiri & Guoying Zhang, 2015. "Optimal Policies for Security Patch Management," INFORMS Journal on Computing, INFORMS, vol. 27(3), pages 462-477, August.
    20. Tom G E Damen & Barbara C N Müller & Rick B van Baaren & Ap Dijksterhuis, 2015. "Re-Examining the Agentic Shift: The Sense of Agency Influences the Effectiveness of (Self)Persuasion," PLOS ONE, Public Library of Science, vol. 10(6), pages 1-9, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920300230. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.