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Single-brand retailers: Building brand loyalty in the off-line environment

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  • Jones, Robert
  • Kim, Youn-Kyung

Abstract

This article examines retail branding in the single-brand retail environment. Single-brand retailers sell only private label brands, which are generally the name of the store. The foundation of this research is based on prior calls in the literature to examine private label and retail branding. This article examines the role of self- and social-identification and affiliation with a brand community and the effect of brand community on loyalty. The results indicate that self-identification positively impacts social-identification, which positively impacts brand community, which is found to have a positive impact on brand loyalty.

Suggested Citation

  • Jones, Robert & Kim, Youn-Kyung, 2011. "Single-brand retailers: Building brand loyalty in the off-line environment," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 333-340.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:4:p:333-340
    DOI: 10.1016/j.jretconser.2011.02.007
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    Cited by:

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    2. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    3. Steluta Todea & Adriana AnaMaria Davidescu & Nicolae Al. Pop & Tanase Stamule, 2022. "Determinants of Student Loyalty in Higher Education: A Structural Equation Approach for the Bucharest University of Economic Studies, Romania," IJERPH, MDPI, vol. 19(9), pages 1-19, May.
    4. Peters, Cara & Bodkin, Charles D., 2018. "Community in context: Comparing brand communities and retail store communities," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 1-11.
    5. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    6. Hwang, Syjung & Lee, Minyoung & Park, Eunil & del Pobil, Angel P., 2021. "Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Hwang, Jinsoo & Han, Heesup, 2014. "Examining strategies for maximizing and utilizing brand prestige in the luxury cruise industry," Tourism Management, Elsevier, vol. 40(C), pages 244-259.
    8. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    9. Kumar, Archana & Kim, Youn-Kyung, 2014. "The store-as-a-brand strategy: The effect of store environment on customer responses," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 685-695.
    10. Marta Frasquet-Deltoro & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 388-401, July.
    11. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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