The role of customer loyalty as a brand extension purchase predictor

Journal article


Martinelli, Elisa, Belli, Alex and Marchi, Gianluca. (2015) The role of customer loyalty as a brand extension purchase predictor. The International Review of Retail, Distribution and Consumer Research. 25(2), pp. 105 - 119. https://doi.org/10.1080/09593969.2014.940997
AuthorsMartinelli, Elisa, Belli, Alex and Marchi, Gianluca
Abstract

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioral and attitudinal components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as the dependent variable (1 = buy; 0 = no buy) and behavioral loyalty and attitudinal loyalty as independent variables. Results show that attitudinal loyalty plays a significant role as buying predictor, but this depends on the NTPS offered. Theoretical and managerial implications are derived.

Keywordscustomer loyalty; retail brand; non-traditional products and services; private label; grocery retailing
Year2015
JournalThe International Review of Retail, Distribution and Consumer Research
Journal citation25 (2), pp. 105 - 119
PublisherTaylor & Francis
ISSN0959-3969
Digital Object Identifier (DOI)https://doi.org/10.1080/09593969.2014.940997
Scopus EID2-s2.0-84924249510
Page range105 - 119
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Place of publicationUnited Kingdom
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https://acuresearchbank.acu.edu.au/item/89ww6/the-role-of-customer-loyalty-as-a-brand-extension-purchase-predictor

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