The impact of private labels on consumer store loyalty: An integrative perspective

This research studies the role of private labels (PLs) on consumers’ store loyalty. It offers an integrative approach that comprises several store loyalty drivers (in-store and economic factors), analyzing the role that PLs play among different types of retailers. Data were collected through an onli...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2016-01, Vol.28, p.179-188
Main Authors: Coelho do Vale, Rita, Verga Matos, Pedro, Caiado, Jorge
Format: Article
Language:English
Subjects:
Economic factors
formats
In-store characteristics
Private labels
Retail
Store loyalty
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Summary:This research studies the role of private labels (PLs) on consumers’ store loyalty. It offers an integrative approach that comprises several store loyalty drivers (in-store and economic factors), analyzing the role that PLs play among different types of retailers. Data were collected through an online survey. Using structural equation modeling, we run our analysis across different retail formats, assessing which factors lead to store loyalty and to what extent PLs contribute to it. Findings suggest that depending on retailers‘ market positioning, different factors contribute to loyalty and that the impact of PLs is mostly significant for medium-cost and premium supermarkets. •This research studies the role of private labels on consumers’ store loyalty.•It offers an integrative approach that comprises several store loyalty drivers.•Structural Equation Modeling was used and run across different retail formats.•Factors that contribute to loyalty depend on retailers‘ market positioning.•The impact of PLs is mostly significant for medium-cost and premium supermarkets.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2015.10.003