Evaluating and Managing Brand Repurchase Across Multiple Geographic Retail Markets

• Brand repurchase is a multi-level phenomenon influenced by individual-, brand-, and market-level variables.
• Customer satisfaction and relational investments have substitutive effects on brand repurchase.
• Territorial market share moderates the effects of customer satisfaction and relational investments.
• Customer satisfaction has relatively more effect on repurchase in territories where a brand's market share is lower.
• Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher.

Many companies manage their business on a geographic basis and evaluate marketing metrics and managers correspondingly. Here, using a multi-level dataset from the U.S. retail gasoline industry, we demonstrate inherent differences in the levels of brand repurchase across territories. Furthermore, we show that the effects of factors that may improve repurchase—customer satisfaction and customers’ relational investments—are moderated by market share at the territorial level. Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher, while customer satisfaction has relatively more effect in territories where a brand's market share is lower. These findings imply that one size does not fit all for either evaluating or managing brand performance at a territorial level.

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