We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low equity brands. Brand loyalty is 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 study are discussed.

brand management, consumers, fast moving consumer goods, marketing-models, retailing
Statistical Decision Theory; Operations Research (jel C44), Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31), Marketing and Advertising: Other (jel M39)
Erasmus Research Institute of Management
hdl.handle.net/1765/257
ERIM Report Series Research in Management
Copyright 2002, L. Sloot, P. Verhoef, P.H. Franses, This report in the ERIM Report Series Research in Management is intended as a means to communicate the results of recent research to academic colleagues and other interested parties. All reports are considered as preliminary and subject to possibly major revisions. This applies equally to opinions expressed, theories developed, and data used. Therefore, comments and suggestions are welcome and should be directed to the authors.
Erasmus Research Institute of Management

Sloot, L.M, Verhoef, P.C, & Franses, Ph.H.B.F. (2002). The impact of brand and category characteristics on consumer stock-out reactions (No. ERS-2002-106-MKT). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/257