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

Rita Coelho do Vale, Pedro Verga Matos and Jorge Caiado

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 179-188

Abstract: 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.

Keywords: Private labels; Store loyalty; In-store characteristics; Economic factors; Retail; formats (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:179-188

DOI: 10.1016/j.jretconser.2015.10.003

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