The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution

Natalia Rubio Benito (), Nieves Villaseñor Román () and Maria Jesús Yagüe Guillén ()
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Natalia Rubio Benito: Autónoma University of Madrid
Nieves Villaseñor Román: Autónoma University of Madrid
Maria Jesús Yagüe Guillén: Autónoma University of Madrid

A chapter in National Brands and Private Labels in Retailing, 2014, pp 83-90 from Springer

Abstract: Abstract Within the current economic context, store brands play an important role in differentiation strategies based on assortment and positioning in terms of distributor prices. To begin with, this study identifies three determining aspects of retail loyalty and trust: satisfaction with price levels, the perceived image of the assortment and loyalty to the store brands (SB). Secondly, this study will propose a theoretical relational model among the aforementioned aspects. Our research shows how satisfaction with the price levels is the most important antecedent for a retailer to achieve customer loyalty while the perceived image of the assortment exercises a more significant influence in the creation of trust. Faithfulness to the store brands is built, to a greater extent, upon the satisfaction with price rather than perceived image of the assortment, while its effect on loyalty to the retailer chain is moderated and its effect on trust is not very significant. These results have important implications for management.

Keywords: Store brands; Loyalty to the store brand; Loyalty to the retailer; Trust in the retailer (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-07194-7_8

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DOI: 10.1007/978-3-319-07194-7_8

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