Evaluating and Managing Brand Repurchase Across Multiple Geographic Retail Markets

Raj Echambadi, Rupinder P. Jindal, Edward A. Blair

Research output: Contribution to journalArticle

Abstract

Many companies manage their business on a geographic basis and evaluate marketing metrics and managers correspondingly. Here, using a multi-level dataset from the U.S. retail gasoline industry, we demonstrate inherent differences in the levels of brand repurchase across territories. Furthermore, we show that the effects of factors that may improve repurchase-customer satisfaction and customers' relational investments-are moderated by market share at the territorial level. Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher, while customer satisfaction has relatively more effect in territories where a brand's market share is lower. These findings imply that one size does not fit all for either evaluating or managing brand performance at a territorial level.

Original languageEnglish (US)
Pages (from-to)409-422
Number of pages14
JournalJournal of Retailing
Volume89
Issue number4
DOIs
StatePublished - Dec 1 2013

Keywords

  • Brand loyalty
  • Brand performance
  • Brand repurchase
  • Geographic variation
  • HLM
  • Mixed models

ASJC Scopus subject areas

  • Marketing

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