CSR: Consumer responses to the social quality of private labels

Chiraz Aouina Mejri and Dhruv Bhatli

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 3, 357-363

Abstract: This paper investigates the responses of French consumers to the communication of the “social quality†of private labels (PL) in terms of perceived quality of the PL and intentional loyalty to the brand and the retailer. It also treats the role of some individual variables in these responses. Using experimentation with two independent groups, we show that communicating the “social quality†of the PL improves his perceived quality and the consumer′s intentional loyalty to the brand and the retailer. We also suggest through some individual variables a profile of the most sensitive consumers to the socially responsible PL.

Keywords: Social quality; Private labels; Perceived quality; Loyalty; Experimentation (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:3:p:357-363

DOI: 10.1016/j.jretconser.2013.08.001

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