Influência da assinatura do fabricante na lealdade e intenção de compra de marcas próprias de varejista

Cristina Calvo Porral, Valentín Alejandro Martínez Fernández and Oscar Juanatey Boga
Authors registered in the RePEc Author Service: Cristina Calvo-Porral ()

RAE - Revista de Administração de Empresas, 2016, vol. 56, issue 1

Abstract: With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature – and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands’ purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands’ purchasing likelihood

Date: 2016
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