When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty

Sanjay Puligadda, William T. Ross, Jinjie Chen and Elizabeth Howlett

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 6, 570-577

Abstract: The interplay between brand and store loyalty is investigated in the situation of stockout of a preferred brand at a preferred store through three studies. A four-item scale for measuring store loyalty is developed and tested. While brand loyalty influences between-store substitution and within-store substitution in a stockout, store loyalty does not have any influence, suggesting the dominance of brand loyalty over store loyalty in a stockout. Relevance and implications of the results are discussed.

Keywords: Brand loyalty; Store loyalty; Stockouts (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:6:p:570-577

DOI: 10.1016/j.jretconser.2012.07.002

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