Articles for sale

#2447. The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods

October 2026	publication date
Proposal available till	30-05-2025
4 total number of authors per manuscript	3510 $

The title of the journal is available only for the authors who have already paid for

Journal’s subject area:

Economics and Econometrics; Business and International Management; Marketing;

Places in the authors’ list:

place 1	place 2	place 3	place 4
Free	Free	Free	Free
1050 $	940 $	820 $	700 $
Contract №2447.1	Contract №2447.2	Contract №2447.3	Contract №2447.4

1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
The article analyzes the impact that brand breadth and depth has on repeat shopping behavior for a line of brands. The results show that breadth only has a positive effect on re-buyout components; it has no protective effect against brand change. Conversely, depth negatively impacts product repeat purchases between trips, which is the most frequent component of repeat purchases, but has a protective negative impact on brand change.
Keywords:
Behavioral loyalty; Brand-line assortment; Brand-line breadth; Brand-line depth; Brand-line repurchasing behavior; Brand-switching; Choice model

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