التفاصيل البيبلوغرافية
| العنوان: |
When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty |
| المؤلفون: |
Puligadda, Sanjay1 puligsan@muohio.edu, Ross, William T.2 bill.ross@business.uconn.edu, Chen, Jinjie1 chenj4@muohio.edu, Howlett, Elizabeth3 ehowlett@uark.edu |
| المصدر: |
Journal of Retailing & Consumer Services. Nov2012, Vol. 19 Issue 6, p570-577. 8p. |
| مصطلحات موضوعية: |
*CONSUMER behavior, *BRAND name products, *CONJOINT analysis, *BRAND image, *MARKETING research, SOCIAL dominance |
| مستخلص: |
Abstract: 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. [Copyright &y& Elsevier] |
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| قاعدة البيانات: |
Business Source Index |
