Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling

Sedki Karoui, Azza Temessek Behi, Dorsaf Fehri, Samy Belaid () and Jérôme Lacoeuilhe
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Azza Temessek Behi: IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie)
Samy Belaid: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Jérôme Lacoeuilhe: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Previous private label brand (PLB) studies have highlighted models that use store loyalty as a predictor of PLB loyalty. A few studies have identified PLB loyalty as a predictor of store trust. Therefore, this study contrasts two models: the established model that emphasizes the role of PLB loyalty as a consequence of store trust and a second model that makes PLB loyalty an antecedent of store trust. Data were collected from 479 consumers who visited retail chains at least once a month. Partial least squares-structural equation modeling (PLS-SEM) prediction-oriented model selection analysis was used to identify the best model in terms of predictive power. The findings emphasize the role of PLB loyalty more as a consequence than as an antecedent of store trust.

Keywords: Categorization theory; PLB loyalty; Store trust; PLS-SEM prediction-oriented model selection; Cross-validated predictive ability test (CVPAT) (search for similar items in EconPapers)
Date: 2024-07
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Published in Journal of retailing and consumer services, 2024, 79, pp.103852. ⟨10.1016/j.jretconser.2024.103852⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04627509

DOI: 10.1016/j.jretconser.2024.103852

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