Mixed assortments vs. store brand-only assortments: The impact of assortment composition and consumer characteristics on store loyalty

National brand (NB) delistings are not uncommon in food retailing; however, retailer boycotts of individual brands may have negative consequences, particularly in terms of store switching intentions. This paper analyses which kind of assortment (‘store brand-only’ or mixed) is more profitable in terms of store loyalty. It also analyses the influence of assortment composition and consumer attitude variables on store loyalty using a controlled, online experiment on an established large consumer panel consisting of 1400 individuals in the Spanish market. Four product categories were evaluated: yoghurt, fresh bread and rolls, toilet tissue and laundry detergent. Our results suggest that mixed assortments – particularly those including a large number of NBs – are associated with greater store loyalty.