The impact of private labels on consumer store loyalty: an integrative perspective

Rita Coelho do Vale*, Pedro Verga Matos, Jorge Caiado

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

38 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)179-188
Number of pages10
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jan 2016


  • Economic factors
  • Formats
  • In-store characteristics
  • Private labels
  • Retail
  • Store loyalty


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