Until Death Do Us Part: Consumer Response to Brand Elimination

Kendra Hart, Ivey Business School, University of Western Ontario, Canada
Although anecdotal reports of consumer response to high profile brand discontinuation exist in the popular media, there is a paucity of scholarly research in this area. There is little empirical evidence of the dimensions and breadth of consumer felt response to a brand’s elimination from the marketplace. This initial, exploratory examination of consumer response to brand elimination was conducted using consumers’ narrative accounts of their reactions to brand elimination. The text revealed three primary responses to brand elimination – risk and regret, embarrassment and shame, abandonment and betrayal. Discussion and suggestions for future research are provided.
[ to cite ]:
Kendra Hart (2011) ,"Until Death Do Us Part: Consumer Response to Brand Elimination", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 885-886.