The importance of retail brand equity and store accessibility for store loyalty in local competition

► Both a strong brand and a convenient, accessible store location determine the store loyalty. ► Retail brand has a stronger effect on store loyalty and strengthen perceptions of store location. ► Effects of a retailer's brand and store location are dependent on the competitive situation. ► Results differ when competitor's intensity and distance to the next competitor are considered. ► Loyalty to a retailer is reduced especially by perceptions of local competitors brand strength.