The role of customer loyalty as a brand extension purchase predictor

Elisa Martinelli*, Alex Belli, Gianluca Marchi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)105-119
Number of pages15
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number2
Publication statusPublished - 15 Mar 2015
Externally publishedYes


  • customer loyalty
  • grocery retailing
  • non-traditional products and services
  • private label
  • retail brand


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