Do private labels lead to store loyalty? An integrated framework of analysis using a structural equation modeling approach

Rita Coelho do Vale, Pedro Verga Matos, Jorge Caiado

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

In this study we follow an integrated approach-combining in-store characteristics and economic factors-to assess the role of private labels (PLs) as a driver of store loyalty, across different types of retailers. We apply structural equation modeling to a large survey collected online, with results at aggregate level indicating that PLs loyalty indeed seems to contribute to store loyalty. However, when analysis takes into consideration the different types of supermarket (low-cost, medium-cost, and premium), findings suggest that PLs play a critical role in generating consumers' loyalty behavior exclusively in medium and premium supermarkets.
Original languageEnglish
Title of host publicationAdvances in national brand and private label marketing
PublisherSpringer International Publishing AG
Pages167-175
Number of pages9
ISBN (Print)9783319201818
DOIs
Publication statusPublished - 2015
Event2nd International Conference on Research on National Brand and Private Label Marketing (NB&PL) - Barcelona, Spain
Duration: 24 Jun 201525 Jun 2015

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246

Conference

Conference2nd International Conference on Research on National Brand and Private Label Marketing (NB&PL)
Country/TerritorySpain
CityBarcelona
Period24/06/1525/06/15

Keywords

  • Store loyalty
  • In-store drivers
  • Economic factors
  • Private labels

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