PurposeThe purpose of this paper is to demonstrate spill‐over effects from customer perceptions of trust in and satisfaction with a brand to customer evaluations of a retailer and, ultimately, repurchase intentions.Design/methodology/approachA conceptual model is developed and tested using structural equation modeling. Specifically, recent procedures for assessing direct and mediated effects are adoped.FindingsThe findings demonstrate that customer trust in and satisfaction with a retailer mediate the effects of brand trust and satisfaction on customer repurchase intentions.Research limitations/implicationsThis research provides a preliminary examination of the relationship between brands, retailers, and consumers. The results suggest that halo effects exist between customer perceptions of brands and retailers. Future research could attempt to discern how this transference from brand to retailer occurs and replicate these findings in other industries or product types.Practical implicationsThe findings suggest that managers must realize that perceptions of brands are transferred to the retailers that carry these products. However, in order for customers to return, a retailer must satisfy them and earn their trust, since the effects of brands are indirect.Originality/valueThis paper extends findings of transference in retail service settings by demonstrating that customer evaluations of brands can spill over and influence customer perceptions of a retailer.

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This research provides an extension of Oliver's (1980) expectancy disconfirmation model of satisfaction by examining the moderating role of consumer entitlement in the relationships between service quality and perceived value with customer satisfaction. Using a sample of season ticket holders of the National Hockey League franchise in the southeastern USA (n = 234), we found that consumer entitlement moderates the relationship of value with satisfaction, such that the impact of consumer‐perceived service value on satisfaction is mitigated for highly entitled consumers. That is, the positive value–satisfaction relationship is stronger for individuals low in consumer entitlement. This finding suggests that highly entitled consumers' satisfaction judgments are dominated by expectations, while less entitled consumers rely more on disconfirmation assessments. Strengths, limitations, suggestions for future research, and practical implications are offered. Copyright © 2015 John Wiley & Sons, Ltd.