Polygamous Store Loyalties: An Empirical Investigation

Qin Zhang, Manish Gangwar and P.B. Seetharaman

Journal of Retailing, 2017, vol. 93, issue 4, 477-492

Abstract: Grocery store loyalty has been traditionally viewed as a trait of consumers toward a particular store for their overall shopping needs. In this study, we argue that store loyalty shall be regarded as category specific trait, that is, a consumer could be loyal to store A in category one while at the same time be loyal to store B in category two. We name this consumer behavior polygamous store loyalties.

Keywords: Store loyalty; Polygamous store loyalties; Store attractiveness; Store-category attractiveness; Multi-category analysis (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:93:y:2017:i:4:p:477-492

DOI: 10.1016/j.jretai.2017.09.001

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