The impact of private labels on consumer store loyalty: An integrative perspective |
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| Affiliation: | 1. UCP- Católica Lisbon School of Business & Economics, Palma de Cima, 1649-023 Lisboa, Portugal;2. ISEG- Lisbon School of Economics & Management, Universidade de Lisboa, Rua do Quelhas, 6, 1249-078 Lisboa, Portugal;1. Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;2. Concordia University Research Chair in Consumer Research, Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;1. School of Business and Economics, Universitas Prasetiya Mulya, Jakarta, Indonesia;2. Business Management & Marketing Program, Management Department, BINUS Business School International Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia;1. KU Leuven, Naamsestraat 69, 3000 Leuven, Belgium;2. Tilburg University, Warandelaan 2, 5000 LE Tilburg, The Netherlands |
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| Abstract: | This research studies the role of private labels (PLs) on consumers’ store loyalty. It offers an integrative approach that comprises several store loyalty drivers (in-store and economic factors), analyzing the role that PLs play among different types of retailers. Data were collected through an online survey. Using structural equation modeling, we run our analysis across different retail formats, assessing which factors lead to store loyalty and to what extent PLs contribute to it. Findings suggest that depending on retailers‘ market positioning, different factors contribute to loyalty and that the impact of PLs is mostly significant for medium-cost and premium supermarkets. |
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| Keywords: | Private labels Store loyalty In-store characteristics Economic factors Retail formats |
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