Managing customer reactions to brand deletion in B2B and B2C contexts

Managing customer reactions to brand deletion in B2B and B2C contexts

•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 whi...

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Veröffentlicht in:Journal of retailing and consumer services 2020-11, Vol.57, p.102223, Article 102223
1. Verfasser: Shah, Purvi
Format: Artikel
Sprache:eng
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Zusammenfassung:•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.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2020.102223