Determinants of PLB Loyalty, the Conditional Effect of Price and Brand Sensitivities

Sedki Karoui (), Samy Belaid (), Dorsaf Fehri () and Jérôme Lacœuilhe ()
Additional contact information
Sedki Karoui: Sfax University
Samy Belaid: EM Normandie Business School and Metis Lab
Dorsaf Fehri: ISC Paris
Jérôme Lacœuilhe: UPEC-IUT Sénart-Fontainebleau

A chapter in Advances in National Brand and Private Label Marketing, 2025, pp 17-28 from Springer

Abstract: Abstract The growing prominence of private label brands (PLBs) in global retailing has increased consumer engagement, with some studies suggesting that PLBs foster emotional bonds comparable to national brands (NBs). However, other research posits that PLB choices are primarily driven by price considerations or low brand involvement. This study reconciles these perspectives by examining the moderated mediation effect of price and brand sensitivity on the relationship between store trust and PLB loyalty via attitude. Drawing on survey data from 479 French PLB consumers in the fruit juice and cosmetics categories, this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the conditional effects of price and brand sensitivity, offering a robust alternative to the Hayes Macro process. The results reveal that the full mediation effect of attitude in the store trust–PLB loyalty relationship is amplified among both price-sensitive and brand-sensitive consumers. These findings offer significant theoretical contributions and actionable managerial implications for retailers seeking to optimize PLB positioning and consumer loyalty strategies.

Keywords: Private label brands (PLBs); PLB loyalty; Store trust; Brand sensitivity; Conditional mediation analysis (CoME) (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-97133-4_3

Ordering information: This item can be ordered from
http://www.springer.com/9783031971334

DOI: 10.1007/978-3-031-97133-4_3

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().