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

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• 作者：Sanjay Puligadda ; William T. Ross ; Jinjie Chen ; Elizabeth Howlett
• 关键词：Brand loyalty ; Store loyalty ; Stockouts
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2012
• 出版时间：November, 2012
• 年：2012
• 卷：19
• 期：6
• 页码：570-577
• 全文大小：199 K

文摘

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.