Journal of Retailing 83 (4, 2007) 447–464

Retailing research: Past, present, and future

Dhruv Grewal ∗ , Michael Levy 1
Babson College, Wellesley, MA, United States

Abstract
The field of retailing has experienced significant changes in recent years. In this article, we review articles published in Journal of Retailing
over the 2002–2007 time span, classified into ten broad topic categories: price, promotion, brand/product, service, loyalty, consumer behavior,
channel, organizational, Internet, and other. Some areas have received a reasonable amount of attention; others would be worthy of additional
work. We summarize a key insight from each article in the Appendix. Finally, we highlight some key insights for each area and some avenues
for further research, in the hope that this review spurs additional research into these and other areas of importance to both academicians and
retail practitioners.
© 2007 New York University. Published by Elsevier Inc. All rights reserved.

Keywords: Retailing; Price; Promotion; Brand; Product; Service; Loyalty; Consumer Behavior; Channels; Organizational; Internet; Supply Chain; Review
article

The objective of this article is to highlight key areas of net, and other. The “other” category covers a host of articles
retailing that have been studied and published in Journal of including ethics, global retailing, and retail format.
Retailing between 2002 and 2007. We have limited our focus
to insights generated by these articles as opposed to broaden-
ing the scope of our inquiry to a larger set of journals. During
this timeframe, JR has published 130 regular articles, twenty Pricing and promotion research
special issue articles, five invited articles, and nine editorials,
for a grand total of 164 manuscripts (see Table 1). Retail pricing is one of the most difficult issues facing
Journal of Retailing has had a long tradition of publishing retailers. For example, supercenters and department stores are
articles that make substantive and conceptual contributions. likely to offer more than 100,000 stockeeping units (SKUs)
In the Appendix A, we include references to all the arti- and operate hundreds or even thousands of stores, as is the
cles published in the Journal of Retailing during the period case with, say, Wal-Mart. Each SKU must be assigned a price,
2002–2007, highlighting one key contribution or finding for and those prices can and often do vary in different locations
each article. Although these articles may contain multiple due to variances in demand, competition, seasonality, costs
contributions, we have limited this discussion due to space of operations, and so forth.
constraints. Because of their multiple contributions, many The pricing task differs for fashion and staple goods. Ide-
articles could be classified into multiple categories, but we ally, fashion merchandise hold zero inventory at the end of
have chosen those categories that we believe most appropri- a fashion season. To accomplish this objective, retailers use
ate. markdowns and promotions to stimulate demand. But the
Thus, the articles are grouped into the following cat- size and timing of markdowns is critical—too small a mark-
egories: pricing, promotion, product/branding, services, down too late in the season, and the retailer has leftover
loyalty, consumer behavior, channels, organizations, Inter- merchandise; too high a markdown too early in the season,
and the retailer sacrifices gross margins. For retailers pric-
∗
ing staple goods, the challenge changes, because they do not
Corresponding author. Tel.: +1 781 239 3902; fax: +1 781 239 5020.
E-mail addresses: dgrewal@babson.edu (D. Grewal),
have to worry about a zero end-of-season inventory position.
mlevy@babson.edu (M. Levy). Instead, they must determine how to employ the frequent
1 Tel.: +1 781 239 5629. extra discounts and deals provided by vendors.

0022-4359/$ – see front matter © 2007 New York University. Published by Elsevier Inc. All rights reserved.
doi:10.1016/j.jretai.2007.09.003
448 D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

Table 1 In addition, we believe many other issues deserve

Types of articles published 2002–2007 researchers’ attention:
2002 2003 2004 2005 2006 2007
Regular articles 15 21 21 22 31 20 • Consumers’ perceptual and behavioral (i.e., purchase or
Special issue articles 7 3 10 brand switching) responses to price changes according to
Invited articles 2 3 panel data.
Editorials 1 2 1 1 4 • The role of price competition on retail profitability.
Total 23 21 28 26 32 34 • Insights into consumers’ cherry-picking behaviors across
stores.
• The role of bundled versus unbundled prices and their
impacts on retail profitability.
A pricing-related strategic complication emerges when we • Understanding how consumers process price information
consider how the competition will react to prices. Because contained in circulars, flyers, and displays.
competitors can meet price offers so easily, any price advan- • The relationship between pricing strategy and specific pric-
tage can quickly evaporate, and margins can deteriorate into a ing tactics.
price war. However, retailers like Wal-Mart, Costco, and oth- • Optimal dynamic pricing policies, particularly in a com-
ers successfully have developed low price strategies. Retailers petitive setting.
also take a tactical perspective to pricing by using practices • How consumers process pricing tactics that appear to be
such as temporary price reductions and pricing guarantees. atypical of a retailer’s overall strategy.
Faced with such a complicated set of pricing decisions, • Consumer processing of retail price information.
retailers can benefit from insights gained from both price
optimization (Levy et al. 2004) and behavioral research. Retail price promotions, such as coupons, deal intensity
During the past six years, papers published in JR have pro- rewards, bonus packs, and multipacks, involve a complex
vided many insights into a host of pricing issues, including combination of pricing, promotion, and packaging issues.
the role of external and internal reference prices, the effec- Research that examines the factors that may moderate the
tiveness of price promotions and price presentation cues, the effectiveness of temporary price reductions likely can pro-
role of temporary price reductions and the size of the discount, vide insights to both retailers and consumer packaged good
the role of price matching guarantees, and the drivers of price manufacturers. Although a few articles in Journal of Retailing
dispersion. However, several research avenues identified by have tackled issues pertaining to ad frequency and the infor-
Levy et al. (2004) warrant additional research: mative value of advertising, additional research is warranted,
especially if it considers the joint effects of advertising, in
• “In particular, researchers should conduct real-life field terms of type and amount, and price.
experiments with respect to alternative pricing strategies
and show the superiority of price and promotion opti-
mization methods. These experiments would necessarily Product/branding research
consider such factors as category management, retail com-
petition, unit sales, retail prices, wholesale prices and In the past six years, seventeen JR articles have focused
deals, complementary and substitute products, promotion on product/branding topics—a relatively small number,
activity, and seasonality with the objective of maximizing considering that the topic spans products; branding; and
category profitability.” merchandise, assortment, and category management. Some
• “Now that pricing optimization makes it possible to use a research published includes investigations of national versus
differential price policy in different regions, it is important store brands, in-store sampling of merchandise, and potential
to examine how consumers react to such a policy. They drivers of merchandise quality perceptions.
already often run into the issue when buying on the Internet A 2004 special issue on product/branding issues in retail-
versus stores.” ing identified several research issues in this area (Grewal et
• “Profit optimization software enables retailers to deter- al. 2004), including the growth of private-label and exclu-
mine the optimal price, and then round up to squeeze and sive merchandise (e.g., Macy’s INC, Wal-Mart’s Old Roy
extra profit on items that are less price sensitive. Do con- Dog Food) and the ongoing focus on developing strong retail
sumers recognize these small additional markups? Do they brands (e.g., The Gap, Abercrombie & Fitch). We reiterate
care?” the need for additional work on topics like:
• “Although one important goal for retailers is to maximize
profits through optimal pricing, there are other, sometimes • Understanding the process by which merchandise buy-
conflicting goals to consider. For instance, retailers may ers make their decisions and the degree to which those
wish to peg their prices to competition, or set prices to decisions are optimal.
maintain a certain image. How do these conflicting goals • Private labels and in particular their
impact their customers or profits?” • Impacts on retail sales and profitability,
 D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464 449

• Impacts on the bargaining position of the retailer vis-à-vis • The role of self-service technology and Web sites in shap-
national brand manufacturers, and ing every aspect of the consumer decision process, from
• Role in retail merchandising decisions. need recognition to post-purchase.
• Category management in terms of • Managing the service experience across the multiple chan-
• Combining store and national brands, nels, including the store, Internet, and catalog.
• Category captains, and • Understanding the components of service recovery and
• Space allocation. their main and interactive effects on patronage.
• Merchandise management with regard to • The role of service tactics, such as service guarantees, on
• Building strategic relationships with vendors, customer satisfaction and loyalty.
• Inventory management,
• Global sourcing issues, and
• Managing and allocating assortments. Loyalty research
• Stock-outs, especially
• Their impact on customers, profitability, and complemen- Customer relationship management (CRM) programs
tary items and designed to identify and retain loyal customers have become
• The conditions (moderators) in which stock-outs are more more sophisticated and prevalent among retailers and service
or less pronounced providers. These programs can be elaborate, such as Neiman
• Managing the global migration of the brand. Marcus’s InCircle Program, in which consumers can redeem
• Retail brand positioning. points for prizes ranging from a limited-edition Emilio Pucci
• Retail brand personality and its impact on both other mer- silk scarf to an eight-night excursion through India or a com-
chandise and overall store image across market segments. plete Sony home movie theater; or they can be simple, such
as a buy-ten-get-one-free card at a local pizzeria.
In support of these programs, retailers have become much
more sophisticated in their ability to use sophisticated data
Services research mining and market basket analysis techniques to target mer-
chandise assortments and promotions directly to their ideal
To differentiate their retail offerings, build customer loy- customers. At the same time, even if customers prefer a par-
alty, and develop sustainable competitive advantage, retailers ticular retailer, it remains relatively easy to get them to switch
can provide excellent customer service. Sometimes the ser- by offering a variety of competitive products, services, and
vice is one-to-one, as is the case with higher-end specialty loyalty programs. In this sense, it is difficult to assess exactly
stores like Nordstrom. Other retailers define excellent service how successful CRM and loyalty programs are.
by providing innovative technologies in the store, such as the Research on customer loyalty has found a nice home
interactive kiosks in Staples stores. In multichannel environ- in Journal of Retailing, which published 30 articles on the
ments, retailers distinguish themselves with online chats with topic during 2002–2007. In addition, part of a 2004 special
service representatives or virtual models that help customers issue was devoted to loyalty issues in retailing (Grewal et
determine how a garment will look on their bodies. al. 2004). Some of the topics covered in JR during the past
With so many opportunities to study services within a six years include the impact of loyalty/reward programs on
retailing context, it is no surprise that many outstanding switching, satisfaction, revenues, and profits; online loyalty
services articles have found a home in Journal of Retail- program enhancements; customer acquisition/retention pro-
ing. Recently, JR devoted a special issue to examining the grams; the antecedents of customer loyalty (e.g., brand image,
challenges of “Competing through Service.” An editorial multichannel strategies, technology); and customer lifetime
by Bolton et al. (2007) summarizes the varied key service value (CLV) measurement, as well as the impact of CLV on
strategies into six broad strategies: leveraging fundamental marketing mix decisions.
sources of value that influence shareholder wealth, manag- Research on customer loyalty initially focused on
ing customers’ perceptions of the service value proposition, antecedents, such as brand image, multiple channels, technol-
customizing pricing for profitability, ensuring service excel- ogy, coproduction, and switching costs, or its consequences,
lence in implementation, planning for service recovery, and such as switching, satisfaction, revenues, and profits. Some
managing the holistic service experience (including the ser- research also considers the role of potential moderators of
vicescape). Between 2002 and 2007, JR covered these critical these linkages. Recent research, however, concentrates more
strategies and other issues, such as the role of service technol- on measuring CLV and understanding the impact of market-
ogy and service on the Internet, as well as scale development ing mix decisions on CLV.
for service quality. Compared with many of the other topics addressed in JR,
The continued growth of a stronger service orientation in CRM in general and loyalty programs in particular represent
most markets means the need for research into these vital relatively new areas of academic pursuits. Current analytical
issues likely will gain even more prominence. Some of the techniques, such as dynamic structural models, data mining,
many issues that need to be addressed include: and market basket analysis, offer great compatibility with this
450 D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

line of inquiry. Thus, much can, and should, be done, such as issues of JR, research on supply chain management and mul-
determining. tichannel retailing are growing dramatically in popularity.
Franchising is the world’s fastest growing form of retailing
• Once a customer is acquired, how can a retailer make and and represents a significant chunk of total retail sales, yet a
keep him or her loyal? paucity of research on the topic has appeared in JR, though
• What reward options work and which don’t? For exam- we also note that some of the most important articles on fran-
ple, are loyalty cards worth the investments and annual chising have been published in JR. For example, Oxenfeldt
expenses? and Kelly’s (1968) seminal article on opportunistic own-
• Under what circumstances and in which types of retail ership redirection has inspired and continues to preoccupy
firms should loyalty programs be used? When shouldn’t franchising researchers with its provocative implications.
they? During the past six years, JR has published articles that
• Does a multichannel strategy enhance customer loyalty? address several interorganizational issues, including those
relating to justice, learning, leadership, and satisfaction.
Some organizational issues that retail and service managers
Consumer behavior research face, and that are therefore major topics for research, include:

The strong, natural link between consumer research and • Understanding the leadership role that a store manager
retailing acknowledges that consumers interact with retail- plays: What types of leaders are most effective, transfor-
ers at every step of the consumer decision-making process, mational or transactional?
from need recognition to postpurchase satisfaction. Naturally, • The role of managerial orientation (e.g., learning, perfor-
JR has always published consumer-related articles spanning mance, entrepreneurial) on retail performance metrics.
a broad array of topics. Several of these issues also may • Understanding the role of training and compensation on
be recorded in other categories, such as pricing, services, performance.
e-commerce, and loyalty. On the channels/supply chain side, research topics for
Some issues that have received particular attention dur- potential consideration are as follows:
ing the past six years include the role of guarantees, such as
price, service, and money-back; the role of in-store environ- • What role should third-party logistics intermediaries play
mental cues, such as music; the role of employee–customer in multichannel retailing?
interactions on customer patronage, as well as how patronage • What strategies can optimize reverse logistics from both a
may be affected by a comparison of the store image to self- customers’ and a corporate profitability point of view?
image or factors that affect the patronage of children, teens, • How can our understanding of behavioral nomologi-
and disabled consumers; and the links among quality, value, cal frameworks in channels of distribution be improved
satisfaction, and patronage. by examining channel phenomena with longitudinal and
Consumer behavior studies employ a broad range dyadic data?
of methodologies—qualitative/ethnographic, survey, exper- • How can common method bias issues be addressed within
imental, and meta-analysis, among others. More work is distribution channel research?
needed that focuses on measuring actual behavior, such as • How do the extant and established nomological frame-
studies performed in a technology-based environment, which works relate to the all-important outcome measures of
track and observe actual movement or perhaps determine channel performance?
actual usage and consumption, as consumer panels do. Public • Should merchandise, pricing, and promotion be standard-
policy issues in the retailing arena that tackle the efficacy of ized across channels within a firm?
health-related claims, such as what it means to be “organic” • How should retailers deal with current concerns about the
or “natural,” and how these claims affect consumer patronage environment and recycling? Should they invest in reverse
would be welcome additions to the literature. logistics systems, whereby the retailer becomes the most
More work also should integrate insights gained from con- important conduit in the consumers’ recycling efforts?
sumer behavior with the development and implementation of
retail strategy. Inasmuch as consumer behavior represents a
continuously evolving field, retailing can gain much from Internet research
applying and translating new insights into strategies and tac-
tics that retailers could adopt. Research on Internet retailing and e-commerce has
steadily matured throughout this decade, and the 23 arti-
cles published in JR during 2002–2007 aided this process.
Channels and organizations research The articles in JR tackle a host of conventional issues,
such as understanding online information search patterns
Although traditional channel research topics, such as con- for search versus experience goods, retail and market char-
flict, trust, and risk, have received some attention in recent acteristics that may explain price dispersion on the Web,
 D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464 451

and service quality. But in addition, research has confronted In addition, though some retailers have been quite suc-
novel issues pertaining to the specific problems posed by cessful in the U.S. market, others have been forced to file
Internet retailing, such as privacy, as well as the unique for bankruptcy (e.g., KMart, Montgomery Ward). Thus, it
opportunities provided by the Internet, such as interacting remains important to understand the drivers of success (in
with others using online chat, forums, and reviews or buying both the U.S. market and the global arena). Is it a function of
merchandise through online auctions. Consequently, a rich mindset, location, merchandise, service, multiple channels,
stream of research appears to be emerging on issues asso- supply chain management, pricing, or promotion, or some
ciated with Internet retailing (in both Journal of Retailing combination thereof?
and other marketing journals) and is likely to continue to
develop in the years to come. Some of these issues include the
following: Conclusion
• What factors influence a consumer’s choice of the Internet
Journal of Retailing has published a significant body of
versus a conventional channel?
research in various domains using a diversity of methods.
• How do integrated marketing communications moderate
The primary objective of this article is to provide a brief
these linkages?
synopsis of the research published in JR during the last six
• What is the impact of Web site design in terms of enhancing
years (2002–2007). We have attempted to articulate research
consumer stickiness to the site?
questions that remain unanswered or could benefit from addi-
tional examination. We hope readers will undertake research
to answer most of these questions in the ensuing years and
Other important issues
look forward to seeing this research published in JR and other
outlets.
Finally, in the past few years, JR has published a few
Answers to these questions would help retailers, service
articles on topics such as ethics, global retailing, and retail
providers, and manufacturers improve their practices and
formats (e.g., design of stores, supermarket versus tradi-
processes in a number of areas, such as setting and optimiz-
tional grocers). The world of retailing is rapidly evolving
ing prices, promotion management, launching new products,
from local to global. For example, Wal-Mart has become
assortment planning, category management, inventory plan-
one of the largest retailers in numerous categories (e.g.,
ning and control, brand management, services marketing,
grocery, jewelry), with its approximately 3,000 stores inter-
loyalty management, channels and supply chain manage-
nationally and more than $77 billion in international sales.
ment, coordinating franchises, and integrating bricks and
As certain U.S. chains have been expanding their footprint
clicks environments.
globally, European firms have bought several U.S. chains
(e.g., Stop & Shop is owned by Ahold) or increased their
own footprints in the United States (e.g., IKEA, Zara).
Acknowledgements
Global expansion generally has not been an easy task for
retailers, prompting the tremendous need to better under-
The authors appreciate the helpful suggestions of Rajiv
stand the drivers of success in expanding retail operations
Dant, Praveen Kopalle, and Gopal Iyer.
globally.
 452
Appendix A

Summary of the Journal of

Retailing publications in
2002–2007 cite
Summary of the Journal of Retailing publications in 2002–2007 cite Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
39 19 17 26 30 46 14 15 23 19
Vol. 83 (4)
Grewal and Levy (2007a) Editorial acknowledging best reviewers and best papers. X
Padgett and Mulvey (2007) Introducing significant technology opens new positioning X
avenues by providing new service interactions and
opportunities to outperform competitors.
Weathers et al. (2006) Online communication practices affect product X X X
performance uncertainty (search vs. experience goods).

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

Roggeveen et al. (2007) Call center location has an impact if the firm is less known X X
(no effect if reputable).
Manning and Sprott (2007) The effect of multiple unit price promotion on purchase X X
intentions is moderated by consumption volume (positive
effect for high and no effect for low).
Burman and Biswas (2007) For high need-for-cognition consumers, partitioned pricing X X
has a more favorable effect than combined pricing when the
surcharges are reasonable (effects reverse for unreasonable
surcharges). No differences for low need-for-cognition
consumers.
Barone et al. (2007) The effect of cause fit with retail strategy is moderated by X
retailer motives and affinity with the cause.
Grewal and Levy (2007b) Summary of insights from various domains for articles X X X X X X X X X X
current article published in 2002–2007 in Journal of Retailing. Avenues
for further research identified.
Vol. 83 (3)
Levy and Grewal (2007) Editorial providing publishing tips. X
Dong et al. (2007) An efficient replacement model is presented. X
Koza and Dant (2007) Antecedents and consequences of conflict resolution X
behavior.
Pauwels (2007) Examines the role of competitive wholesale price X X
reductions and long-term promotion effectiveness for 75
brands in 25 categories.
Venkatesan et al. (2007) Market characteristics interact with retail characteristics in X X
explaining price dispersion.
Kukar-Kinney, Xia and Monroe (2007) Price matching guarantee (PMG) increases price fairness X X
when assortment uniqueness is low (compared with high).
Van Dolen et al. (2007) The effects of technology attributes and chat group X X X
characteristics on online chat session satisfaction are
moderated by online advisor communication style.
Auh et al. (2007) Co-production enhances loyalty. X
Vol. 83 (2)
Kamakura and Kang (2006) Methodology to address chain-wide and store-level X X
cross-category analysis.
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Kim and Choi (2007) Membership fee helps lock cherry pickers to warehouse X
club.
Draganska and Klapper (2007) Framework incorporates both direct and indirect effects of X
retail environment on manufacturer pricing and profitability.
Hardesty et al. (2007) A pricing tactic and persuasion knowledge scale is X X
developed and validated.
Kukar-Kinney, Walters and Mackenzie (2007) Price consciousness moderates the effects of price matching X X
guarantee (PMG) facets (refund depth, length and scope).
Meyer-Waarden (2007) Loyalty programs increase customer lifetime and share of X
expenditure. However, multiple memberships reduce
lifetime duration.

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

Grohmann et al. (2007) Tactile input enhances evaluations of higher-quality X
products.
Vol. 83 (1)
Bolton et al. (2007) Overview of services special issue. X
Lusch et al. (2007) Propositions developed to inform marketers on how to X
compete on service.
Wiles (2007) Demonstration of the role of customer service in creating X
shareholder wealth.
Kleijnen et al. (2007) Costs versus benefits affect value of mobile channel. Time X
consciousness moderates the effects.
Tokman et al. (2007) Determinants of win-back or reacquisition of customers. X
Schau et al. (2007) Identifies types of code switching and the positive and X
negative consequences of code switching in a service
encounter.
Hess et al. (2007) Tests a conceptual model pertaining to the rule of X X
interactional service failures on attributions and
dissatisfaction with the service provider and the
organization.
Verhoef et al. (2007) Examines the moderating effects of brand tier on the X X
relationship between dealer and brand retention.
Morin et al. (2007) The role of music on attitude toward the service X X
environment and the provider.
Netemeyer and Maxham (2007) The results demonstrate greater effects of supervisor ratings X X
than employee ratings on customer satisfaction and word of
mouth.
Yim et al. (2007) The effects of alternative attractiveness on customer X X
satisfaction and commitment to the focal service are
reduced when the self-image congruity is high.
Vol. 82 (4)
Brown and Dant (2006) Editorial X
Kumar et al. (2006) Maximum customer lifetime value (CLV) occurs when X
customers cross-purchase, shop in multiple channels, stay
longer, and shop more frequently.
Bridges et al. (2006) Prior price promotion purchases influence choice to a X

453
greater extent than prior brand usage.
 454
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Kim (2006) Demonstrates that the effect of rebate format is moderated X
by the size of the rebate.
Arndt et al. (2006) A polychronic (multitasking) orientation enhances job X
satisfaction.
Pan and Zinkhan (2006a) Short privacy statements enhance trust. X
Reynolds et al. (2006) Tests the antecedents and consequences of search regret. X
Chung et al. (2006) Japanese retailer long-term orientation is an antecedent of X
trust dependence and satisfaction.
Desrochers and Nelson (2006) Suggest methods in which insights from consumer behavior
research can supplement scanner information in developing
category management.
Van Birgelen et al. (2006) Examines the role of channel performance satisfaction on X X

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

behavioral intentions relationship for routine versus
non-routine services and for traditional versus
technology-mediated channels.
Vol. 82 (3)
Patrick and Park (2006) Study results reveal that customers prefer prepayment X
option (as opposed to post-payment) for hedonic
non-durable products.
Noble et al. (2006) Certain shopping motives mediate the effect of gender on X X
loyalty.
Bailey and Areni (2006) Music reduces waiting time perceptions for idle waiters
compared with engaged waiters.
DelVecchio et al. (2006) A meta-analysis of 51 studies. Promotions can increase or X
decrease brand preferences contingent on characteristics of
the promotion and the promoted product.
Breugelmans et al. (2006) Investigates the role of visibility of stock-outs and X
suggestions of a replacement item. The effects of the
suggestion of a replacement item are reduced when a higher
priced item is suggested.
Pan and Zinkhan (2006b) A meta-analysis of 45 retail patronage studies. A detailed X
review of these studies is provided in an appendix of the
paper.
Biswas et al. (2006) The effectiveness of low price guarantee (LPG) is X
moderated by price dispersion. Providing a higher level of
penalty associated with the LPG can increase its
effectiveness.
Windsperger and Dant (2006) Results demonstrate that intangible assets influence the X
ownership structure in line with the property rights view of
franchising.
Vol. 82 (2)
Choi and Coughlan (2006) Private-label positioning strategy depends on the quality of X
the national brands and its own quality.
Krishnan et al. (2006) For concrete cues, between-store cues are more effective X
than within-store cues at moderate price discount levels.
McWilliams and Gerstner (2006) Provides an economic model demonstrating the advantage X
of adding a low price guarantee to a money-back guarantee.
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Jones and Reynolds (2006) Provides a model that demonstrates the impact of retailer X
interest and satisfaction on loyalty and patronage.
Keh and Lee (2006) Experimental results demonstrate that the effects of timing X
and type of reward programs are moderated by whether the
consumer is satisfied or dissatisfied. For example,
dissatisfied consumers prefer immediate direct rewards.
Lueg et al. (2006) A consumer socialization perspective is examined to X X
understand use of mall versus Internet shopping channels.
Gopal et al. (2006) Investigates the role of online forums in the resale process. X X
Vol. 82 (1)
Moon et al. (2006) Memory-based reference-priced consumers are more price X

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

sensitive than stimulus-based reference-priced consumers.
Lewis (2006) Order size incentives have a more pronounced effect on X X X
customer acquisition, while the shopping fee level has a
greater effect on retention.
Cho (2005) Trust and distrust are shaped by different dimensions of X X
trustworthiness and affect behavioral intentions differently.
Baker (2006) Provides insights into consumer identity construction. The X
analysis focuses on transcripts from 21 individuals with
visual impairment.
Griffith et al. (2006) A conceptual model outlining the effects of entrepreneurial X
property and knowledge resource effects on market
responsiveness and firm performance.
Ramaseshan et al. (2006) Provides a test of
power-satisfaction-commitment-performance relationship.
Schindler (2006) Demonstrates a strong correlation between 99 price ending X X
and the presence of a low price in newspaper ads.
Vol. 81 (4)
Laroche et al. (2005) Demonstrates the role of intangibility and its components X X
on the effects of evaluation of difficulty and perceived risk.
Yang and Raghubir (2005) Elongated package size reduces consumption. X X
Dutta and Biswas (2005) Low price guarantees result in greater post-purchase search X X
for lower prices for high value conscious consumers
compared with low value conscious consumers.
Taylor and Neslin (2005) Empirically assesses the impacts of point pressure and X
rewarded behavior within retailer frequency reward
programs.
Suter and Hardesty (2005) Higher online starting bids impact fairness perceptions for X X
winning bidders but have an adverse effect on losing
bidders.
Mägi and Julander (2005) Investigates determinants of both subjective and objective X
store price knowledge.
Vol. 81 (3)
Kumar (2005) Customers’ waiting time perceptions are independent across X X
firms. A lower waiting time of one retailer enhances their

455
satisfaction but lowers satisfaction with competing retailers.
 456
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Wood et al. (2005) Retailers get higher prices for end-of-line inventory through X X
online auctions that start at a lower price and feature
national brands.
Horvath et al. (2005) Explores liquidity implications of reverse logistics. X
Swaminathan and Bawa (2005) Category-specific measures of coupon proneness achieve X
high predictiveness in redeeming coupons.
Brady et al. (2005) Examines the relationship among sacrifice value, quality, X
satisfaction and behavioral intention. Models are tested
across multiple countries.
Lam and Mukherjee (2005) Examines the role of merchandise coordination and X

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

separation on consumer evaluations. Coordination enhances
evaluations for the target item when it is juxtaposed with a
complementary item.
Vol. 81 (2)
Levy et al. (2005) A framework is provided to understand structure and X
evolution of retail institutions.
Arnould (2005) A consumer culture theory is used to understand motivating X
factors underlying retail purchase decisions.
Brown et al. (2005) Supply chain perspective is used to understand retail X X
evolution.
Sethuraman and Parasuraman (2005) Services and technological perspective of retail evolution. X
Michael and Kim (2005) Factors affecting retailer survival during a recession period X
Yadav and Varadarajan (2005) Conceptual framework pertaining to product migration in X
the electronic marketplace.
Bettencourt et al. (2005) The effects of interactional, procedural, and distributive X
justice on customer-oriented boundary-spanning behavior.
Morales et al. (2005) Congruency between consumers’ internal category structure X X
and store layout leads to higher perceptions of variety and
satisfaction for familiar categories; for unfamiliar
categories, congruency between shopping goals and
external structure leads to lower perceptions of variety and
increased satisfaction with store assortment.
Vol. 81 (1)
Kumar and Swaminathan (2005) An econometric model that captures the effects of coupons X
is presented and tested.
Sloot et al. (2005) Consumers are more loyal to high equity brands under X X
conditions of stock-out. Consumers are more likely to
switch to another store for hedonic product groups.
Darke and Chung (2005) Negative inferences can undermine the perceived value of a X X X X
discount frame.
Niedrich et al. (2005) Alternative model of disconfirmation of judgments on X
satisfaction are tested.
González-Benito et al. (2005) Empirical results demonstrate greater spatial rivalry within X
store formats compared with between store formats.
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Hsieh et al. (2005) The effects of relational bonds on customer loyalty are X X X
moderated by the type of good (search, experience,
credence).
Vol. 80 (4)
Grewal et al. (2004) Retail brand loyalty framework is presented. X X X
Wallace et al. (2004) Multiple channel strategy enhances customer loyalty. X X
Gomez et al. (2004) Provides an empirical model illustrating how customer X
satisfaction management can influence store revenues.
Sayman and Raju (2004) Empirical analysis demonstrates that a retailer is likely to X
carry two store brands when the national brands are similar

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

in strength and the price sensitivity between national brands
is low.
Noble and Phillips (2004) Insights are provided into why satisfied customers do not X
engage in loyalty programs.
Sprott and Shimp (2004) In-store sampling enhances quality perceptions for store X
brands compared with national brands.
Kumar and Shah (2004) A conceptual framework for building and sustaining X
profitable customer loyalty is presented.
Ailawadi and Keller (2004) Highlights the future research priorities in retail branding. X
Vol. 80 (3)
Levy et al. (2004) Highlights the future research priorities in retail pricing. X
Bettencourt (2004) A conceptual model testing antecedents of organizational X
behavior is presented. The model focuses on leadership,
commitment, and learning versus performance orientation.
Bradford et al. (2004) Conflict framework pertaining to conflict management is X
developed and tested.
Mattila and Patterson (2004) Causal explanations of service failure have a more X X
pronounced effect on American consumer attributions than
on east Asian consumers.
Zhao and Cao (2004) Develops a model of the role of e-tailer inventory policy on X X
pricing and profitability.
Bhatnagar and Ghose (2004) Focuses on online search patterns. Consumer learning X
occurs when searching across search goods but not when
searching across experience goods.
Menon and Dube (2004) Demonstrates the differential role of support-providing X X
responses by service providers to anxious versus angry
customers.
Evanschitzky et al. (2004) Replicates findings pertaining to antecedents of customer X X X
satisfaction in an online environment using two contexts
(Internet retail shopping and Internet financial).
Vol. 80 (2)
Popkowski Leszczyc et al. (2004) Provides and tests a model on multipurpose shopping. X X
Mangleburg et al. (2004) Demonstrates the role that teenagers’ friends play in terms X
of their shopping behaviors.

457
 458
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Srivastava and Lurie (2004) The effectiveness of price matching guarantee signals is X X
contingent on the willingness of the marketplace to enforce
the guarantees and costs associated with sending a false
signal.
Estelami and De Maeyer (2004) Focuses on the role of product category determinants X X X
(purchase frequency, advertising frequency, and price
quality) on consumer knowledge of prices.
Harris and Goode (2004) An empirical test of a sequential loyalty chain is presented. X X
Specifically, results demonstrate the role of service quality
on loyalty via three intermediate constructs (perceived
value, trust, and satisfaction).
Senecal and Nantel (2004) Provides insights into the role of online recommendations X X

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

on consumers’ online choices.
Vol. 80 (1)
Raghubir (2004) Examines the moderating role of the price of nonpromoted X X X
products (other products on the line or competitor prices) on
the effect of coupon value on the price estimates.
Vrechopoulos et al. (2004) The role of three common layouts–free form, grid, and race X X
track–examined in a computer-mediated environment. The
results in the online environment are different from those
found by previous studies in conventional environments.
Gourville and Moon (2004) When higher-end retailers carry overlapping products, it X X
signals the fairness of their prices and creates a favorable
price image. The results are more pronounced for novices
than experts.
Finn and Kayande (2004) Demonstrates the consequences of scale modifications X
using the SERVQUAL scale.
Chandrashekaran (2004) The effects of redundant comparative price information are X X
largely present for low-involvement consumers.
Haytko and Baker (2004) Provides qualitative insights into mall shopping experiences.
Vol. 79 (4)
Wakefield and Inman (2003) Price sensitivity is accentuated by hedonic (vs. functional) X X
and social consumption situations. Income moderates these
effects.
Bolton and Shankar (2003) Identifies four pricing dimensions (relative price, price X X
variation, deal intensity, and deal support) that underlie
retail pricing/promotion decisions.
Kopalle and Lindsey-Mullikin (2003) Support the inverted U relationship between external X X
reference price and price expectations.
Ping (2003) Demonstrates that satisfaction reduces attractiveness of X
alternative supplier and vice versa.
Lusch et al. (2003) Highlights the role of retailer’s trust in a supplier pre- and X
post-organizational change.
Grewal et al. (2003) Empirically assesses the effects of store environment X X
(visible employees, visible customers, and music) on wait
expectation, atmosphere, and store patronage. The
moderating effects of gender are also examined.
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Vol. 79 (3)
Allaway et al. (2003) A spatial model is used to understand the diffusion of a new X
loyalty program.
Kukar-Kinney and Walters (2003) PMG scope and refund depth enhance perceptions of value X X
and purchase intentions. Depth of a refund has a negative
effect on PMG believability.
Arnett et al. (2003) Develops a retail equity index. x
Ratchford (2003) Demonstrates that decline in retail productivity is a function X
of services offered not incorporated in index. If
incorporated, the productivity has increased.
Wolfinbarger and Gilly (2003) An eTailQ scale is developed and validated. Key X X
dimensions are Web site design, fulfillment/reliability,

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

privacy/security, and customer service.
Vol. 79 (2)
Dant and Kaufmann (2003) Results demonstrate that there is a tendency to convert X X
franchised outlets to company-owned as fast food systems
mature and gain greater access to resources.
Arnold and Reynolds (2003) A six-factor hedonic shopping motivation scale is X
developed.
Mägi (2003) Customer satisfaction has a positive effect on share of X
purchase. Consumer characteristics moderate this
relationship.
Patterson and Smith (2003) Switching costs are an important predictor of propensity to X X
stay. These results hold across two diverse cultures.
Krishnamurthi and Papatla (2003) The loyalty-price sensitivity relationship varies across X X X
consumers as well as time.
Vol. 79 (1)
Gijsbrechts et al. (2003) Size of discount, flyer space devoted to food and private X
label, and incorporation of an element of a treat or surprise
increase traffic and sales. More profound effects in areas
with intense competition.
Hardesty and Bearden (2003) Price discounts (compared with bonus pack) enhance value X X X
for high discounts (compared with low and moderate).
Percent format preferred for high discounts.
Binkley and Bejnarowicz (2003) Information cost is an important predictor of quantity X
surcharge.
Voss and Seiders (2003) Assortment heterogeneity and perishability effect retailer’s X X
price promotion strategy.
Chandrashekaran and Grewal (2003) Higher involved (compared with lesser) consumers more X X
skeptical of ARP and resistant to changing IRP.
Vol. 78 (4)
Rhee and Bell (2002) Consumers are “format” loyal. X
Maxham and Netemeyer (2002) The effects of procedural and interactional justice X
(compared with distributive justice) are stronger on
satisfaction with recovery and overall firm satisfaction.
Sethuraman and Tellis (2002) Supports the informative role of advertising in increasing X

459
consumer response to retailer promotions.
 460
Summary of the Journal of Findings Price Promo Brand/prod Service Loyalty CB Channel Organization Internet Other
Retailing publications in
2002–2007 cite
Van Dolen et al. (2002) Provides insights into the effects of customer-salesperson X
interaction on both the employee and customer satisfaction.
Goldman et al. (2002) Factors that affect probability of shopping at a supermarket X
(compared with traditional outlet).
Vol. 78 (3)
Thomas et al. (2002) Unethical clues reduce satisfaction. Ethical clues may be X
viewed as the norm.
Blair et al. (2002) Access to shopping information moderates the effects of X
comparative price claims on estimates of lowest price and a
store’s regular price.

D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464

Tikoo (2002) Franchisors use a host of methods (requests, threats, legal X
pleas, and less recommendations) to coordinate less
dependent franchisees.
Heiman et al. (2002) Model of money back guarantee. X
Aalto-Setälä (2002) Size is main driver of market power. X
Vol. 78 (2)
Garretson et al. (2002) Antecedents and consequences of attitudes toward national X X
and private labels.
Krishna et al. (2002) A meta-analysis of the effect of price presentation frames is X X
presented.
Vakratsas and Bass (2002) Examines the relationship between purchase regularity and X
propensity to accelerate in four product categories.
Bell and Menguc (2002) OCB mediates the organizational identification-service X
quality relationship.
Tsay (2002) Risk sharing is examined in distributive partnerships. X
Vol. 78 (1)
Peterson and Balasubramanian (2002) Editorial X X
Kozinets et al. (2002) Field study of sports-themed retail brand store (ESPN X
Zone).
Menon and Kahn (2002) Simulated Internet shopping studies show a positive impact X X
of pleasure on approach and arousal. Higher stimulation or
information load reduces arousal activities.
Srinivasan et al. (2002) Antecedents and consequences of loyalty. Scale developed X X
for eight B2C factors.
Mathwick et al. (2002) Role of the interaction between shopping task and retail X
information display is examined.
De Mooij and Hofstede (2002) Importance of adapting retail strategies across countries is X
highlighted.
Rhoads et al. (2002) Highlights retail as a career compared with marketing. X
Wood (2002) A futuristic look at retailing. X
Total 39 19 17 26 30 46 14 15 23 19
 D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464 461

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 D. Grewal, M. Levy / Journal of Retailing 83 (4, 2007) 447–464 463

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