Influence of PL Equity on Store Loyalty: A Comparative Analysis Between Spain and the U.S.

Abstract

This research aims to know the influence of PL equity on consumers’ store loyalty, both in Spain and in the U.S., for different types of assortment. We considered assortments with different size and structure (only PL and mixed) and developed an online experiment with a sample of 2800 consumers (1400 in each country). ANOVAs show differences between Spain and the U.S. regarding the influence of PL equity on store loyalty. We also find significant differences in Spain when retailers offer mixed assortments, both small and large, and the high equity NB represents only one third. These results suggest several recommendations for retailers, depending on the country and the type of assortment they choose.