When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty

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.