Offering the ideal product that individuals will systematically repurchase (intensification) and satisfying their need for variety in order to make them cross-purchase within a brand-line’s products (diversification) instead of switching toward competitors are two fundamental functions of brand-lines. Both rely on product variety, organized along breadth (complementary products) and depth (substitutes). We analyze the differing impacts that breadth and depth have on brand-line repurchasing behavior. Repurchasing is broken down into four components based on its motivation, intensification (repurchasing the same product) vs. diversification (cross-purchasing), and its temporal perspective, inter-trip (over shopping trips) vs. intra-trip (during purchasing trips). Whereas breadth demonstrates only positive effects on the repurchasing components, it has no protective effect against brand-switching. Conversely, depth has a negative impact on inter-trip product repurchasing, the most frequent repurchasing component, but offers a protective negative impact against brand-switching. We examine the moderating impacts of brand-line quality, brand-line alignability, and household size.

提供个人会系统地重新购买（集约化）的理想产品，并满足他们对多样性的需求，以使他们在品牌系列的产品中交叉购买（多样化），而不是转向竞争对手，这是品牌系列的两个基本功能。两者都依赖于产品多样性，按照广度（互补产品）和深度（替代品）进行组织。我们分析了广度和深度对品牌线回购行为的不同影响。重新购买根据其动机、强化（重新购买相同的产品）与多样化（交叉购买）以及它的时间视角、间旅行（购物旅行）与旅行内旅行分为四个组成部分（在购买旅行期间）。尽管广度仅对回购组件产生积极影响，但它对品牌转换没有保护作用。相反，深度对旅行间产品再购买（最频繁的再购买组成部分）有负面影响，但对品牌转换有保护性的负面影响。我们研究了品牌线质量、品牌线一致性和家庭规模的调节影响。