Résumé
Within a category, brands frequently offer product-lines containing many products. Yet. researches consider almost exclusively behavioral loyalty at the 'brand' level, without considering the products within the brand's line. Moreover, only longitudinal loyalty is considered, thus neglecting instantaneous loyalty. We propose a breakdown of behavioral loyalty based on the unit of choice purchased (a specific product vs. several products in the brand line) and on the temporal framework (across vs. within shopping trips). A logit model enables the analysis of performance of brand product-lines within a category, and to propose managerial insights. Reproduced by permission of Bibliothèque de Sciences Po