Do Private Labels Generate Loyalty? Empirical Evidence for German Frozen Pizza

Nadine Wettstein, Stephan Brosig, Thomas Glauben, Jon Henrich Hanf and Jens-Peter Loy

International Food and Agribusiness Management Review, 2009, vol. 12, issue 4, 16

Abstract: The increase in private labels within the food retailing industry and retailers' high expenditures for establishing them raise a central question: Do consumers really consider private labels "real" brands and do they develop loyalty towards them? We analyse a four-year household panel data set of frozen pizza purchases of 14,000 households in Germany to study differences in consumers' repurchasing behaviour between national brands and private labels. We consider dynamic aspects of repurchase behaviour as well as household characteristics applying a hazard approach. Our results show differences between national brands and private labels.

Keywords: Consumer/Household Economics; Demand and Price Analysis; Institutional and Behavioral Economics; Marketing (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:92572

DOI: 10.22004/ag.econ.92572

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