Abstract
ABSTRACT Product discontinuation has received relatively little attention in the marketing literature and very little is known about consumer responses to product discontinuations. The purpose of this research is to better understand consumer responses to product discontinuations and the impact this response has on consumers’ future intentions. The results from Study 1, indicate that consumer dissatisfaction following a product discontinuation has a negative influence on future purchase intentions and a positive influence on negative word of mouth intentions. The results from Study 2 indicate that the reason for the product discontinuation has a significant influence on consumer future intentions.
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