Antecedents of retailer loyalty: Simultaneously investigating channel push and consumer pull effects

Jyh-Shen Chiou, Lei-Yu Wu and Min-Chieh Chuang

Journal of Business Research, 2010, vol. 63, issue 4, 431-438

Abstract: This study includes information technology (IT) related industries as the focus and aims to examine the antecedents of retailer loyalty toward brand owners by simultaneously investigating push and pull effects in the channel system. The study interviews 274 independent retailers who sell IT related products to end consumers. The results show that the retailer perceived value of selling the brand owner's products plays a pivotal role in promoting their loyalty toward the brand owners. Retailer loyalty toward brand owners comes directly from brand owners' push efforts, and indirectly from pull effects. Additionally, the specific asset invested by each party (brand owners, retailers, and customers) strengthens the relationship within each other in the channel system.

Keywords: Retailer; loyalty; Push; strategy; Pull; strategy; Perceived; value; Asset; specificity (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:4:p:431-438

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