Determinants of store patronage: The roles of political ideology,consumer and market characteristics |
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Institution: | 1. Department of Economics, Management and Business Law University of Bari Aldo Moro, Bari, Italy;2. Department of Management and Economics, University of Salento, Lecce, Italy;3. Department of Economics, Auburn University, Auburn, AL, USA |
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Abstract: | In this study, we investigate the roles of political ideology, demographic characteristics and market environment in determining households' store patronage behavior. We measure two key dimensions of store patronage—store format preference and store loyalty trait—of 23,092 U.S. households using purchase data from Nielsen Homescan panel. We use county-level vote share of the Republican and Democratic parties across three U.S. Presidential elections to measure political ideology. We obtain measures of demographic characteristics and market environment from the Nielsen panel and the U.S. Census Bureau. Using fixed-effect regression models, we find systematic association between political ideology and households’ store patronage. Our findings contribute to the growing literature in marketing on the effects of political ideology on consumer behavior and have important implications for store loyalty programs, cross-selling strategies and store location decisions. |
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Keywords: | Political ideology Store loyalty Store format preference Panel data |
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