کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029210 | 942610 | 2012 | 8 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty](/preview/png/1029210.png)
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.
► 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.
► Brand loyalty influences between-store substitution and within-store substitution in a stockout.
► Store loyalty does not influence, between-store substitution and within-store substitution in a stockout.
► Brand loyalty seems to dominate over store loyalty in a stockout.
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 6, November 2012, Pages 570–577