TY - GEN
T1 - The impact of private labels on different stages of store loyalty
T2 - 3rd International Conference on Research on National Brand and Private Label Marketing, NB and PL 2016
AU - Vale, Rita Coelho do
AU - Matos, Pedro Verga
N1 - Publisher Copyright:
© 2016, Springer International Publishing Switzerland.
PY - 2016/6/7
Y1 - 2016/6/7
N2 - Despite the accelerating growth of private labels, little previous research offered an integrated approach of its role as a driver of store loyalty. In this research we offer an integrative model that includes both consumers’ loyalty towards the private labels, as also other identified store loyalty driven-factors (both in-store and economic factors), in order to assess its relative importance on building store loyalty. Importantly, our framework builds on the four-stage loyalty model (Oliver, J Market, 63: 33–44, 1999) making a distinction between different phases: cognitive, affective, conative, and action. We run multilevel regression models on a survey data collected online to identify the critical loyalty factors that influence each loyalty stage and the specific contribution of private labels to each loyalty stage. Findings show that there is: (1) a positive contribution of private labels on consumers’ loyalty, across all different loyalty stages, both attitudinal as behavioral, and (2) no homogeneity in terms of driving factors across different loyalty stages, highlighting the importance of our integrative perspective.
AB - Despite the accelerating growth of private labels, little previous research offered an integrated approach of its role as a driver of store loyalty. In this research we offer an integrative model that includes both consumers’ loyalty towards the private labels, as also other identified store loyalty driven-factors (both in-store and economic factors), in order to assess its relative importance on building store loyalty. Importantly, our framework builds on the four-stage loyalty model (Oliver, J Market, 63: 33–44, 1999) making a distinction between different phases: cognitive, affective, conative, and action. We run multilevel regression models on a survey data collected online to identify the critical loyalty factors that influence each loyalty stage and the specific contribution of private labels to each loyalty stage. Findings show that there is: (1) a positive contribution of private labels on consumers’ loyalty, across all different loyalty stages, both attitudinal as behavioral, and (2) no homogeneity in terms of driving factors across different loyalty stages, highlighting the importance of our integrative perspective.
KW - Four-stage loyalty model
KW - Multilevel regression
KW - Private labels
KW - Store loyalty
UR - http://www.scopus.com/inward/record.url?scp=85087317870&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-39946-1_2
DO - 10.1007/978-3-319-39946-1_2
M3 - Conference contribution
AN - SCOPUS:85087317870
SN - 9783319399454
T3 - Springer Proceedings in Business and Economics
SP - 15
EP - 23
BT - Advances in National Brand and Private Label Marketing - 3rd International Conference, 2016
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Gijsbrecht, Els
PB - Springer Science and Business Media B.V.
Y2 - 29 June 2016 through 1 July 2016
ER -