Are Loyal Store Brand Users Less Store Loyal?

Appendix A
Moderating Effect of Household’s Spatial Configuration

Coefficient estimates

Variable Store Loyalty SB Share
.123 (.166) -1.933 (2.331)
Intercept 1.474*** (.490)
SB Share
SB Share2 -1.167 (1.004)
Shopper type (SLL, SSS, LLS) -.043* (.024)
SB Share * Shopper type (SLL, SSS, LLS)
Store Loyalty .924*** (.271) .670*** (.134)
Store Loyalty2 -.346* (.163)
Sales Area .0004 (.0004)
NB loyalty -.0002 (.003)
SB Image -.171*** (.048) .011*** (.003)
NB-SB price differential .030 (.128) 4.976 (6.340)
Deal proneness -.003 (.006) .050* (.030)
Counters per unit area -.004 (.003)
Shopping Enjoyment -.004 (.007) -.0005 (.003)
Distance to Store .018***(.006)
Education -.010 (.017) .003 (.003)
Income -.002 (.004) -.004* (.003)
Household size .112***(.034) .012 (.008)
Age -.003* (.002)
CBG loyalty .001***(.009)
Manufacturer coupon share .355 -.095 (.085)
Year dummy .062 (.080)
Adjusted R2 .250
***p<0.01; **p<0.05; *p<0.10

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Appendix B
Moderating Role of Store Brand Type and Product Category Characteristics

Coefficient estimates

Variable Store Loyalty SB Share
.250* (.132) -1.653 (2.153)
Intercept 1.461***(.167)
SB Share .425***(.121) .462*** (.075)
SB Share * Premium patron -.473** (.192) -.151* (.089)
SB Share * Hedonic patron .454***(.175)
SB Share * Risk patron .508***(.125)
SB Share * Staple patron
Store Loyalty .0001 (.0004)
Store Loyalty2
Sales Area .0004 (.003)
NB loyalty .010*** (.003)
SBImage
NB-SB price differential -.170*** (.047) 4.435 (5.858)
Deal proneness .026 (.026)
Counters per unit area
Shopping Enjoyment -.084 (.127)
Distance to Store
Education -.002 (.005) -.001 (.003)
Income -.006** (.003)
Household size
Age -.006 (.006) .0002 (.003)
CBG loyalty .010** (.005) -.002 (.002)
Manufacturer coupon share
Year dummy -.024 (.017) .009 (.007)
Adjusted R2 -.0002 (.003) -.004***(.001)
***p<0.01; **p<0.05; *p<0.10 .077** (.032)

-.093 (.078)

-.001 (.009) .054 (.074)

.414 .330

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Appen
Segment wise Store Brand Shar

Primary Shoppers

Variable Store Loyalty SB Share Stor
Intercept -.0
SB Share .148 (.270) -3.872 (3.869)
SB Share2
Store Loyalty 1.185** (.524) 2.90
Store Loyalty2
Sales Area -.357 (.807) -27.7
NB loyalty
SB Image .385* (.232)
NB-SB price differential
Deal proneness -.004 (.207)
Counters per unit area
Shopping Enjoyment .001* (.0007) .0
Distance to Store
Education .002 (.005)
Income
Household size .017*** (.005)
Age
10.192 (10.487)

-.413*** (.101) .131** (.065) -.0

.063 (.233) -.0

-.007 (.010) .0003 (.005) -.0

-.007 (.005) .0

.002 (.012) .005 (.005) -.0

.014* (.008) -.005 (.004) -.

-.002 (.029) .016 (.014) -.

-.006 (.007) -.005 (.003) -.0

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ndix C
re – Store Loyalty Relationship

Secondary shoppers Cherry pickers

re Loyalty SB Share Store Loyalty SB Share
022 (.083) -2.256*** (.964) .204*** (.078) -4.124*** (1.474)

01*** (1.057) 1.773*** (.508)

793 (18.865) -6.352 (4.217)

.387** (.178) .369* (.175)

-.551 (.938) .177 (.134)

0001 (.0001) -.001***(.0003)

-.001 (.001) .001 (.002)

.001 (.001) .002 (.002)

6.111**(2.638) 11.238***(3.998)

038 (.023) .005 (.009) -.017 (.024) -.004 (.014)

021 (.070) -.167** (.082)

002 (.003) .001 (.001) .002 (.004) -.005** (.002)

001 (.008) -.001 (.001)

008* (.005) .001 (.001) -.004 (.004) .003 (.002)

.002 (.003) .001 (.001) .002 (.004) -.004* (.002)

.018* (.010) .002 (.003) -.023** (.011) .010* (.006)

001 (.002) -.001 (.001) .005*** (.002) -.003*** (.001)

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CBG loyalty .178*** (.057) -.282 (.196) .0
Manuf. Coupon share .128 (.133) .0
Year dummy -.002 (.015)
Adjusted R2 .218 .180
***p<0.01; **p<0.05; *p<0.10

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038* (.022) .010 (.025) -.023 (.019) .146** (.071)
.079** (.033) .138*** (.051)
004 (.006) .013** (.006)
.085 .104 .198 .248

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