Ku, Hsuan-Hsuan; Kuo, Chien-Chih; Huang, Wan-Ting - In: European Journal of Marketing 51 (2017) 5/6, pp. 1091-1109
Purpose This paper aims to investigate the effect of retailers’ consumer communications in prompting the choice of an in-stock alternative to an out-of-stock first-choice product. Design/methodology/approach Four between-subjects experiments assessed the extent to which the likelihood of a...