Abstract
Despite the accelerating growth of private labels, little previous research offered an integrated approach of its role as a driver of store loyalty. In this research we offer an integrative model that includes both consumers’ loyalty towards the private labels, as also other identified store loyalty driven-factors (both in-store and economic factors), in order to assess its relative importance on building store loyalty. Importantly, our framework builds on the four-stage loyalty model (Oliver, J Market, 63: 33–44, 1999) making a distinction between different phases: cognitive, affective, conative, and action.
We run multilevel regression models on a survey data collected online to identify the critical loyalty factors that influence each loyalty stage and the specific contribution of private labels to each loyalty stage. Findings show that there is: (1) a positive contribution of private labels on consumers’ loyalty, across all different loyalty stages, both attitudinal as behavioral, and (2) no homogeneity in terms of driving factors across different loyalty stages, highlighting the importance of our integrative perspective.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80, 331–342.
Ailawadi, K. L., Pauwels, K., & Steenkamp, J. B. (2008). Private-label use and store loyalty. Journal of Marketing, 72, 19–30.
Bell, D. R., Ho, T., & Tang, C. S. (1998). Determining where to shop: Fixed and variable costs of shopping. Journal of Marketing Research, 35, 352–369.
Bloemer, J., De Ruyter, K., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33, 1082–1106.
Blut, M., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Switching barriers in the four-stage loyalty model. Advances in Consumer Research, 34, 726–734.
Collins, A., & Burt, S. (2003). Market sanctions, monitoring and vertical coordination within retailer-manufacturer relationships: The case of retail brand suppliers. European Journal of Marketing, 37, 668–689.
Corstjens, M., & Lal, R. (2000). Building store loyalty through store brands. Journal of Marketing Research, 37, 281–291.
Day, G. S. (1976). A two-dimensional concept of brand loyalty. In Mathematical models in marketing (Vol. 132, pp. 89–89). Berlin Heidelberg: Springer.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99–113.
Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8, 330–345.
Geyskens, I., Gielens, K., & Gijsbrechts, E. (2010). Proliferating private-label portfolios: How introducing economy and premium private labels influences brand choice. Journal of Marketing Research, 47, 791–807.
Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice-Hall.
Han, X., Kwortnik, R., & Wang, C. (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11, 22–42.
Harris, L. C., & Goode, M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80, 139–158.
Hoch, S. J., & Banerji, S. (1993). When do private labels succeed. Sloan Management Review, 34, 57–67.
Kim, Y., Lee, M., & Park, S. (2014). Shopping value orientation: Conceptualization and measurement. Journal of Business Research, 67, 2884–2890.
Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80, 317–329.
Kumar, N., & Steenkamp, J. B. (2007). Private label strategy—How to meet the store brand challenge. Boston, MA: Harvard Business School Press.
Martos-Partal, M., & González-Benito, O. (2009). The effects of store brand loyalty on store loyalty: Evidence from the Spanish market. The International Review of Retail, Distribution and Consumer Research, 19, 273–288.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.
Sawmong, S., & Omar, O. (2004). The store loyalty of the UK’s retail consumers. Journal of American Academy of Business, 5, 503–509.
Steenkamp, J. B., & Dekimpe, M. G. (1997). The increasing power of store brands: Building loyalty and market share. Long range planning, 30, 917–930.
Yoo, C., Park, J., & MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42, 253–263.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this paper
Cite this paper
do Vale, R.C., Matos, P.V. (2016). The Impact of Private Labels on Different Stages of Store Loyalty: An Empirical Study. In: Martínez-López, F., Gázquez-Abad, J., Gijsbrecht, E. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-39946-1_2
Download citation
DOI: https://doi.org/10.1007/978-3-319-39946-1_2
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-39945-4
Online ISBN: 978-3-319-39946-1
eBook Packages: Business and ManagementBusiness and Management (R0)