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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Anselmsson, J., & Johansson, U. (2009). Third generation of retailer brands: retailer expectations and consumer response. British Food Journal, 111(7), 717–734.
Beristain, J., & Zorrilla, P. (2011). The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer Services, 18(6), 562–574.
Bîgné, E., Borredá, A., & Miquel, M. J. (2013). El valor del establecimiento y su relación con la imagen de marca privada: Efecto moderadordel conocimiento de la marca privada como oferta propia del establecimiento. Revista Europea de Dirección y Economía de la Empresa, 22(1), 1–10.
Calvo-Porral, C., Martinez-Fernandez, V., Juanatey-Boga, O., & Levy, J. (2013). What matters to store brand equity? An approach to Spanish large retailing in a downturn context. Investigaciones Europeas de Dirección y Economía de la Empresa, 19(3), 136–146.
Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613–627.
Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10(6), 345–352.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of research in Marketing, 13(1), 29–51.
De Wulf, K., Oderkerken-Schroder, G., Goedertier, F., & Ossel, G. V. (2005). Consumer perceptions of store brands versus national brands. Journal of Consumer Marketing, 22(4), 223–232.
Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360–367.
Erdem, T., & Chang, S. R. (2012). A cross-category and cross-country analysis of umbrella branding for national and store brands. Journal of the Academy of Marketing Science, 40(1), 86–101.
González, C., Diaz, A. M., & Trespalacios, J. A. (2006). Antecedents of the difference in perceived risk between store brands and national brands. European Journal of Marketing, 40(1/2), 61–82.
González-Benito, Ó., & Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing, 88(2), 236–249.
Guenzi, P., Johnson, M. D., & Castaldo, S. (2009). A comprehensive model of customer trust in two retail stores. Journal of Service Management, 20(3), 290–316.
Guerrero, L., Colomer, Y., & Guardia, M. D. (2000). Consumer attitude towards store brands. Food Quality and Preference, 11(5), 387–395.
Palmeira, M. M., & Thomas, D. (2011). Two-tier store brands: The benefic impact of a value brand on perceptions of a premium brand. Journal of Retailing, 87(4), 540–548.
Sirdeshmukh, D., & Singh, J. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37.
Sirohi, N., Mclaughiin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223–245.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of Academy of Marketing Science, 28(2), 195–211.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality”. The Journal of Marketing, 60(2), 31–46.
Acknowledgements
The authors wish to acknowledge the financial support of the Fundación Ramón Areces (research project:”El capital cliente en mercados minoristas de gran consumo”), Ministry of Economy and Competitiveness (research project ref:ECO2012-31517) and UAM+CSIC (research project ref: CEMU2012-34)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this paper
Cite this paper
Benito, N.R., Román, N.V., Guillén, M.J.Y. (2014). The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution. In: Gázquez-Abad, J., Martínez-López, F., Esteban-Millat, I., Mondéjar-Jiménez, J. (eds) National Brands and Private Labels in Retailing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-07194-7_8
Download citation
DOI: https://doi.org/10.1007/978-3-319-07194-7_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-07193-0
Online ISBN: 978-3-319-07194-7
eBook Packages: Business and EconomicsBusiness and Management (R0)