Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea

Syjung Hwang, Minyoung Lee, Eunil Park and Angel P. del Pobil

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: Finding motivations for customer brand loyalty is one of the most popular academic and practical research fields; in this regard, some scholars have explored motivations in the retail industry. As the concept of private brands has been one of the most widely employed strategies for business success in the industry, comparing private and national brands in terms of customer loyalty is an important topic in the retail industry. Thus, the current research focuses on exploring antecedents of customer loyalty in private and national brands, as well as investigating whether there are notable structural differences between the brands. The results, based on 1,631 responses, indicate that customer perceived service/product quality, satisfaction, trust, and cost are notable determinants of brand loyalty, while the relationship between customer satisfaction and service quality of private brands is not supported. Moreover, both indirect and direct effects of the employed factors on customer brand loyalty are reported.

Keywords: Brand loyalty; National brand; Private brand; Retail industry (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002502

DOI: 10.1016/j.jretconser.2021.102684

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