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Polygamous Store Loyalties: An Empirical Investigation

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  • Zhang, Qin
  • Gangwar, Manish
  • Seetharaman, P.B.

Abstract

Grocery store loyalty has been traditionally viewed as a trait of consumers toward a particular store for their overall shopping needs. In this study, we argue that store loyalty shall be regarded as category specific trait, that is, a consumer could be loyal to store A in category one while at the same time be loyal to store B in category two. We name this consumer behavior polygamous store loyalties.

Suggested Citation

  • Zhang, Qin & Gangwar, Manish & Seetharaman, P.B., 2017. "Polygamous Store Loyalties: An Empirical Investigation," Journal of Retailing, Elsevier, vol. 93(4), pages 477-492.
    • Handle: RePEc:eee:jouret:v:93:y:2017:i:4:p:477-492
    DOI: 10.1016/j.jretai.2017.09.001
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