The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods

Philippe Aurier () and Victor D. Mejía ()
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Philippe Aurier: University of Montpellier
Victor D. Mejía: Université Côte d’Azur

Journal of the Academy of Marketing Science, 2021, vol. 49, issue 6, No 11, 1244-1266

Abstract: Abstract Offering the ideal product that individuals will systematically repurchase (intensification) and satisfying their need for variety in order to make them cross-purchase within a brand-line’s products (diversification) instead of switching toward competitors are two fundamental functions of brand-lines. Both rely on product variety, organized along breadth (complementary products) and depth (substitutes). We analyze the differing impacts that breadth and depth have on brand-line repurchasing behavior. Repurchasing is broken down into four components based on its motivation, intensification (repurchasing the same product) vs. diversification (cross-purchasing), and its temporal perspective, inter-trip (over shopping trips) vs. intra-trip (during purchasing trips). Whereas breadth demonstrates only positive effects on the repurchasing components, it has no protective effect against brand-switching. Conversely, depth has a negative impact on inter-trip product repurchasing, the most frequent repurchasing component, but offers a protective negative impact against brand-switching. We examine the moderating impacts of brand-line quality, brand-line alignability, and household size.

Keywords: Brand-line depth; Brand-line breadth; Choice model; Multivariate logit; Brand-line assortment; Brand-line repurchasing behavior; Behavioral loyalty; Brand-switching (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11747-021-00797-9

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