The Pharmakon of out of stock leading to brand loyalty

Ahmed Redha Djahnit, Djamila Bouyoucef

We aim through this research to find a positive correlation between the out-of-stock situation & brand loyalty by advocating the similarities with the scarcity effect & the mind change of belonging or being loyal to a brand assuming the out of stock for diverse purposes.
Our research has demonstrate that the customers are more aware regarding the strategies being used by the marketers & develop a strong reactance, in the other way when the out of stock situation occurs accidently & without any will, it allow a sincere message toward the customers to predict that this is a normal situation when a brand is out of stock due to constraint demand or constraint supply, also we have seen through our research that customers are more attractive to the product when the company or brand advise & communicate clearly on the out of stock situation.
We have also added a new & recent concept attributed to the out-of-stock concept in an ethical & moral way, meaning that when the brand is engaged that clearly produces less sealable quantities bringing sustainability it’s considered as a moral commitment & well perceived by the customers.