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

Sanjay Puligadda; William T. Ross; Jinjie Chen; Elizabeth Howlett

doi:10.1016/j.jretconser.2012.07.002

Author(s)

Sanjay Puligadda
William T. Ross
Jinjie Chen
Elizabeth Howlett

Detail(s)

Original language	English
Pages (from-to)	570-577
Journal / Publication	Journal of Retailing and Consumer Services
Volume	19
Issue number	6
Online published	23 Jul 2012
Publication status	Published - Nov 2012
Externally published	Yes

Link(s)

DOI	DOI https://doi.org/10.1016/j.jretconser.2012.07.002 Final Published version
	Check@CityULib
Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-84866752734&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(5a2ca25e-3b20-41a0-b100-cbd371d8c735).html

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.

Research Area(s)

Brand loyalty, Store loyalty, Stockouts

Citation Format(s)

[ RIS ] [ BibTeX ]

When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty. / Puligadda, Sanjay; Ross, William T.; Chen, Jinjie et al.
In: Journal of Retailing and Consumer Services, Vol. 19, No. 6, 11.2012, p. 570-577.

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

Puligadda, S, Ross, WT, Chen, J & Howlett, E 2012, 'When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty', Journal of Retailing and Consumer Services, vol. 19, no. 6, pp. 570-577. https://doi.org/10.1016/j.jretconser.2012.07.002

Puligadda, S., Ross, W. T., Chen, J., & Howlett, E. (2012). When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty. Journal of Retailing and Consumer Services, 19(6), 570-577. https://doi.org/10.1016/j.jretconser.2012.07.002

Puligadda S, Ross WT, Chen J, Howlett E. When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty. Journal of Retailing and Consumer Services. 2012 Nov;19(6):570-577. Epub 2012 Jul 23. doi: 10.1016/j.jretconser.2012.07.002

Puligadda, Sanjay ; Ross, William T. ; Chen, Jinjie et al. / When loyalties clash purchase behavior when a preferred brand is stocked out : The tradeoff between brand and store loyalty. In: Journal of Retailing and Consumer Services. 2012 ; Vol. 19, No. 6. pp. 570-577.

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