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How Do Price Perceptions of Different Brand Types Affect Shopping Value and Store Loyalty?

Author

Listed:
  • Mbaye Fall Diallo

    (LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille)

  • Patricia Coutelle-Brillet

    (VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

  • Arnaud Riviere

    (VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

  • Stephan Zielke

    (University of Wuppertal)

Abstract

This research investigates the relationships among price perceptions for different brand types (national brands, standard store brands, regional store brands, organic store brands), shopping value dimensions (quality, price, social, and emotion value), and store loyalty (retention and word of mouth (WOM)). A comprehensive model depicts determinants of customer store loyalty. Using structural equation modeling, the model test includes 671 consumers intercepted during shopping trips. The data analysis yields several surprising results. In particular, low product price perceptions do not necessarily signal negative store quality evaluations. Shopping value dimensions influence store retention loyalty and WOM behavior differently. Furthermore, different brand types exert distinct effects on the value creation process. Favorable prices for national and standard store brands have comparable positive effects on store price value and emotional value creation; appealing prices of regional store brands instead reduce the emotional value of the store, and low prices for organic store brand products significantly increase social value creation.

Suggested Citation

  • Mbaye Fall Diallo & Patricia Coutelle-Brillet & Arnaud Riviere & Stephan Zielke, 2015. "How Do Price Perceptions of Different Brand Types Affect Shopping Value and Store Loyalty?," Post-Print hal-01737679, HAL.
    • Handle: RePEc:hal:journl:hal-01737679
    DOI: 10.1002/mar.20851
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    Citations

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    Cited by:

    1. Isabelle Collin-Lachaud & Mbaye Fall Diallo, 2021. "Smartphone use during shopping and store loyalty: The role of social influence," Post-Print hal-03156195, HAL.
    2. Maxwell-Smith, Matthew A. & Barnett White, Tiffany & Loyd, Denise Lewin, 2020. "Does perceived treatment of unfamiliar employees affect consumer brand attitudes? Social dominance ideologies reveal who cares the most and why," Journal of Business Research, Elsevier, vol. 109(C), pages 461-471.
    3. Stephan Zielke & Deonir Toni & José Afonso Mazzon, 2023. "Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model," SN Business & Economics, Springer, vol. 3(1), pages 1-25, January.
    4. Rokonuzzaman, Md & Harun, Ahasan & Al-Emran, Md & Prybutok, Victor R., 2020. "An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. repec:hal:journl:hal-01768090 is not listed on IDEAS
    6. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.
    7. İpek, İlayda & Aşkın, Nilay & İlter, Burcu, 2016. "Private label usage and store loyalty: The moderating impact of shopping value," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 72-79.
    8. Mitxel Cotarelo & Teresa Fayos & Haydeé Calderón & Alejandro Mollá, 2021. "Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    9. Gilal, Faheem Gul & Zhang, Jian & Paul, Justin & Gilal, Naeem Gul, 2019. "The role of self-determination theory in marketing science: An integrative review and agenda for research," European Management Journal, Elsevier, vol. 37(1), pages 29-44.
    10. Khalili Nasr, Arash & Doosti, Shabnam & Ghaderi Kangavari, Sadegh, 2016. "Investigating the Effect of the Perceived Value of Banking Services on the Key Indicators of Consumer Behavior," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 11(3), pages 267-281, July.
    11. Magali Jara & Jean-Marc Ferrandi, 2017. "Standard retail brand equity: antecedents and sustainable developments," Working Papers hal-01465177, HAL.
    12. Graciola, Ana Paula & De Toni, Deonir & de Lima, Vinicius Zanchet & Milan, Gabriel Sperandio, 2018. "Does price sensitivity and price level influence store price image and repurchase intention in retail markets?," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 201-213.
    13. Hye Jung Jung & Kyung Wha Oh & HaeJung Maria Kim, 2021. "Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    14. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    15. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.

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