Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?

Samy Belaid (), Azza Temessek Behi (), Dorsaf Fehri Belaid () and Jérome Lacoeuilhe ()
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Samy Belaid: EM Normandie Business School
Azza Temessek Behi: Université de Carthage
Jérome Lacoeuilhe: Maître de Conférences HDR, IRG/IUT Sénart-Fontainebleau

A chapter in Advances in National Brand and Private Label Marketing, 2019, pp 73-82 from Springer

Abstract: Abstract Store Brands (SBs) are increasingly present in Western retail stores. They are used to define the positioning, loyalty and trust strategies. The retail literature has essentially developed models showing the effect of trust in a store and its impact on behavioral loyalty to SBs. In contrast, few studies have conceptualized the effect of SBs loyalty and its impact on trust in a store. The purpose of this research is to develop a conceptual model that considers, on one hand, behavioral loyalty to the SBs as a mediating variable between its antecedents (perceived quality, sensitive price and brand sensitive) and trust towards store, on the other hand, SB’s strategy as a moderating variable between loyalty to SBs and trust in the store.

Keywords: Store brands; Trust in a store; Trust in store brand; Behavioral loyalty to store brands (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-18911-2_10

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DOI: 10.1007/978-3-030-18911-2_10

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