Resumen de Evaluating and managing brand repurchase across multiple geographic retail markets
Raj Echambadi, Rupinder P. Jindal, Edward A. Blair
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.
