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; Howlett, Elizabeth

doi:10.1016/j.jretconser.2012.07.002

Cited by 18 publications

(9 citation statements)

References 56 publications

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“…This is inconsistent with the findings of previous studies that suggest low store loyalty and high store switching (i.e. high brand loyalty) particularly for grocery store purchases (Leszczyc et al, 2000;Puligadda, Ross, Chen, & Howlett, 2012).…”

Section: 1) Datacontrasting

confidence: 99%

Food shoppers’ share of wallet: A small city case in a changing competitive environment

Azeem

Baker

Villano

et al. 2018

Journal of Retailing and Consumer Services

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Section: 1) Datacontrasting

confidence: 99%

Food shoppers’ share of wallet: A small city case in a changing competitive environment

Azeem

Baker

Villano

et al. 2018

Journal of Retailing and Consumer Services

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“…In fact, attitudinal loyalty arises from emotional ties with a brand and backs up behavioural loyalty. Thus, one measurement for behavioural loyalty is buying frequency (Leenheer et al, 2007;Nam et al, 2011;Romaniuk and Nenycz-Thiel, 2011;Puligadda et al, 2012). Additionally, Puligadda et al (2012) stated that retailer's relationship marketing tactics positively influence behavioural loyalty to the products involved.…”

Section: Customer Satisfaction and Loyaltymentioning

confidence: 99%

“…Thus, it has a positive influence on behavioural loyalty. In other words, the more the satisfaction, the more the repurchase frequency (Wulf and Odekerken-Schroder, 2003;Park et al, 2012;Puligadda et al, 2012). Satisfied customers are more likely to repeat a purchase: H5.…”

Section: Customer Satisfaction and Loyaltymentioning

confidence: 99%

“…As mentioned earlier, through attitudinal loyalty consumers have emotional ties with the brand involved. Thus, customers have cognitive, affective, and conative links with the brand involved (Leenheer et al, 2007;Nam et al, 2011;Romaniuk and Nenycz-Thiel, 2011;Puligadda et al, 2012). Satisfied customers may unconsciously establish emotional ties with the brand delivering the product.…”

Section: Customer Satisfaction and Loyaltymentioning

confidence: 99%

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The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty

Sharifi

Esfidani

2014

International Journal of Retail &Amp; Distribution Management

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Purpose – The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance. Design/methodology/approach – Based on a survey on consumers of cell phones, the authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling. Findings – The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance. Practical implications – The results show that when brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty. Originality/value – Literature on post-purchase behaviour and cognitive dissonance shows how cognitive dissonance can reduce post-purchase satisfaction. Our research adds to the literature of both relationship marketing and post-purchase behaviour.

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“…This research also contributes to the studies on product (un)availability, highlighting the consequences for subsequent purchase behavior under this situation. Besides the great amount of studies showing the negative impacts of out-of-stock, such as sales and profit reduction, negative product evaluation, and consumers' dissatisfaction (Fitzsimons, 2000;Puligadda et al, 2012;Hsuan-Hsuan, Chien-Chih, &Wan-Ting 2017;Ma, Chen, & Zheng, 2018), this study indicates that consumers may pay more attention to other products when the first choice is unavailable.…”

Section: Introductionmentioning

confidence: 82%

Product (Un)availability and Shopping Mind-set in Sequential Purchases

Demczuk

Korelo

Mantovani

et al. 2020

CBR

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Drawing on consumer choice process and implementation theory, this study investigates how product (un)availability influences consumers shopping mind-set and the likelihood of purchasing a second unrelated product. Two studies were applied using a single factor experimental design with two conditions (product: availability vs. unavailability) on consumer’ purchase intention. The results demonstrate when the product is out-of-stock (i.e., unavailable) the propensity to purchase a second unrelated product is higher, compared to when the first product is available for purchase. This study contributes to the literature of the constructive choice process showing that product unavailability does not reduce the shopping implementation. Once a choice is made but not performed, consumers will try to implement their purchase intention in subsequent options. From a managerial perspective, this study provides possibilities for managers to redirect the shopping implementation to alternative options.

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

Cited by 18 publications

References 56 publications

Food shoppers’ share of wallet: A small city case in a changing competitive environment

Food shoppers’ share of wallet: A small city case in a changing competitive environment

The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty

Product (Un)availability and Shopping Mind-set in Sequential Purchases

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