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Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S.

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Advances in National Brand and Private Label Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

This work analyses how consumers of two different countries—Spain and the U.S.—react to one brand—Private labels (PL)-only assortments—in terms of store-switching intentions. For this purpose we analysed the relationship between three variables—store image, perceived assortment variety and PL purchase intentions—and consumers’ store-switching intentions. To test the hypotheses formulated, we developed an online experiment with a sample of 280 individuals in each country; Structural Equation Models (SEM) have also been used. Results show interesting differences between these countries. In Spain, store-switching intention is diminished when consumers’ perceived assortment variety is high and when they show PL purchase intention. In the U.S., store-switching intention is lower when store image is positive and when consumers’ perceived variety is high.

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Acknowledgments

The authors wish to acknowledge the financial support provided by the Fundación Ramón Areces (Spain).

Author information

Authors and Affiliations

  1. School of Economics and Business, University of Almería, Almería, Spain

    José Luis Ruiz-Real

  2. Department of Economics and Business, University of Almería, La Cañada de San Urbano, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  4. EAE Business School, Barcelona, Spain

    Francisco J. Martínez-López

  5. School of Economics and Business, Open University of Catalonia, Barcelona, Spain

    Irene Esteban-Millat

Authors
  1. José Luis Ruiz-Real
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  2. Juan Carlos Gázquez-Abad
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  3. Francisco J. Martínez-López
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  4. Irene Esteban-Millat
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Corresponding author

Correspondence to José Luis Ruiz-Real .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Tuck School of Business, Dartmouth College , Hanover, New Hampshire, USA

    Kusum L. Ailawadi

  4. Department of Finance and Marketing Research, Autonomous University of Madrid, Madrid, Spain

    María Jesús Yagüe-Guillén

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Ruiz-Real, J.L., Gázquez-Abad, J.C., Martínez-López, F.J., Esteban-Millat, I. (2017). Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S.. In: Martínez-López, F., Gázquez-Abad, J., Ailawadi, K., Yagüe-Guillén, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-59701-0_15

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