Brand-Level Effects of Stockkeeping Unit Reductions

Vol. XLIV (November 2007), 545–559 545 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Jie Zhang is Assistant Professor of Marketing, Robert H. Smith School of Business, University of Maryland (e-mail: [email protected]). Aradhna Krishna is Isadore and Leon Winkelman Professor of Marketing, Stephen M. Ross School of Business, University of Michigan (e-mail: [email protected]). The authors thank an anonymous online retailer for providing the data used in this study. They are grateful to Michel Wedel and the three anonymous JMR reviewers for their many valuable comments and suggestions. They also thank seminar participants at the Marketing Science Conference, Dartmouth College, University of Delaware, University of Iowa, University of Maryland, University of Michigan, University of Wisconsin, Indiana University, and University of Southern California for their input.