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The role of customer loyalty as a brand extension purchase predictor
Martinelli, Elisa Belli, Alex Marchi, Gianluca
Martinelli, Elisa
Belli, Alex
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.
Keywords
customer loyalty, retail brand, non-traditional products and services, private label, grocery retailing
Date
2015
Type
Journal article
Journal
The International Review of Retail, Distribution and Consumer Research
Book
Volume
25
Issue
2
Page Range
105-119
Article Number
ACU Department
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
File Access
Controlled