Brand loyalty versus store loyalty: Consumers' role in determining dependence structure of supplier-retailer dyads

摘要

Dependence among channel members in a marketing relationship is examined substantially. However, most are dyadic in nature with consumers either considered minor players or routinely ignored in studying channel dependence. The influence of consumer on dependence in a channel relationship has also not been examined. This article examines how integration of consumers' brand loyalty with store loyalty constitutes an important mechanism through which consumers may influence the dependence structure of the supplier-retailer relationship. A conceptual model is proposed showing 1. The influence of consumers' brand loyalty and store loyalty on the dependence structure of the supplier-retailer relationship, and 2. The impact of dependence structure on retailer perceived conflict. Data was collected from both retailers and consumers in a Chinese retailing channel of a department store and its suppliers of sports and leisure apparel. The hypotheses were tested by employing polynomial regression with response surface analysis (RSA). Results show that consumers' brand loyalty positively affects retailer's dependence on supplier, but lacks significant impact on supplier's dependence on retailer. However, consumers' store loyalty positively affects supplier's dependence, but lacks significant impact on retailer's dependence. In addition, it is found that the retailer's dependence is higher when consumers' brand loyalty is higher than store loyalty; the supplier's dependence is higher when consumers' store loyalty is higher than brand loyalty; and the retailer's dependence increases with the increase of both consumers' brand and store loyalty when consumers' brand and store loyalty are equal. The effects of retailer and supplier unilateral dependence on perceived conflict with the RSA method provides additional insights. (69 refs.)