Evaluating and Managing Brand Repurchase Across Multiple Geographic Retail Markets

•Brand repurchase is a multi-level phenomenon influenced by individual-, brand-, and market-level variables.•Customer satisfaction and relational investments have substitutive effects on brand repurchase.•Territorial market share moderates the effects of customer satisfaction and relational investments.•Customer satisfaction has relatively more effect on repurchase in territories where a brand's market share is lower.•Relational investments have relatively more effect on repurchase in territories where a brand's market share is higher.