Private label usage and store loyalty: The moderating impact of shopping value |
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| Institution: | 1. Dokuz Eylül University, Faculty of Business, Department of Business Administration, Kaynaklar Yerle?kesi, 35160 Buca, ?zmir, Turkey;2. Dokuz Eylül University, Faculty of Business, Department of International Business and Trade, Kaynaklar Yerle?kesi, 35160 Buca, ?zmir, Turkey;1. Marketing, University of Surrey, Surrey Business School, Guildford GU2 7XH, UK;2. Technology and Industrial Goods Marketing, Faculty of Business, Economics, and Social Sciences, TU Dortmund University, 44221 Dortmund, Germany;3. CMO, Wohnambiente Heider–Heinevetter, Koenigswinterer Strasse 319, 53639 Koenigswinter, Germany;1. Department of Management and Marketing, College of Business & Economics, Qatar University, P.O.Box 2713, Doha, Qatar;2. Department of Marketing and Entrepreneurship, College of Business Administration, Kent State University, Stark Campus, OH 44720, United States;3. Komazawa University, 154-0012, Setagaya,1?23?1, Tokyo, Japan |
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| Abstract: | This study endeavours to develop and analyze a conceptual model that sheds light on the moderating impact of utilitarian and hedonic shopping values in determining the relationship between private label usage and store loyalty. In a test with data collected from 267 consumers, conceptual framework was analyzed by using structural equation modeling. The findings reveal that a negative relationship was observed between private label usage and store loyalty. However, utilitarian shopping value converts this existing negative relationship between private label usage and store loyalty into a strong positive association. This study offers such interesting implications for managers that developing marketing strategies oriented to create utilitarian shopping value during the shopping experience may enable retailers to enhance their store loyalty in a positive way in the long run. Prior research has not approached the private label product phenomenon from a shopping value perspective. Hence, this study attempts to measure the moderating impact of shopping value on the linkage between private label usage and store loyalty for the first time. |
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| Keywords: | Private label usage Store loyalty Utilitarian shopping value Hedonic shopping value |
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