Evaluating and managing brand repurchase across multiple geographic retail markets

• Autores: Raj Echambadi, Rupinder P. Jindal, Edward A. Blair
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 89, Nº 4, 2013, págs. 409-422
• Idioma: inglés
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• Resumen

  • Highlights: [�] Brand repurchase is a multi-level phenomenon influenced by individual-, brand-, and market-level variables. [�] Customer satisfaction and relational investments have substitutive effects on brand repurchase. [�] Territorial market share moderates the effects of customer satisfaction and relational investments. [�] Customer satisfaction has relatively more effect on repurchase in territories where a brand's market share is lower. [�] Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher.