IDEAS home Printed from https://ideas.repec.org/a/zag/busexc/v13y2019i2p31-51.html

Determinants Influencing Consumer'S Loyalty Towards A Private Brand

Author

Listed:
  • Adi Alić

    (School of Economics and Business Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71 000 Sarajevo, Bosnia and Herzegovina)

  • Almir Peštek

    (School of Economics and Business Sarajevo, Trg oslobođenja – Alija Izetbegović 1, 71 000 Sarajevo, Bosnia and Herzegovina)

  • Ehlimana Merdić

    (Robot General Trading Co d.o.o., Rajlovačka cesta 41, 71 000 Sarajevo, Bosnia and Herzegovina)

Abstract

In modern consumer society, consumers are increasingly demanding, and the role of the brand as a means of communication is crucial because brands are powerful enough to attract and retain consumers. Consumers create a relationship with a brand based on quality guarantee and positive experience. The main purpose of this paper is to explore determinants influencing consumer loyalty towards a private brand. The research is based on the private brand R-Time owned by the trade chain Robot. Data were collected through a field survey on a sample of 439 respondents and analyzed using SEM analysis. The results show that price and quality perception affect loyalty towards a private-brand product, whereas there is no difference between ethnocentric and non-ethnocentric groups of consumers. The findings suggest that retailers should pay close attention to price and quality perception, while emphasizing domestic origin is not necessary in this case.

Suggested Citation

  • Adi Alić & Almir Peštek & Ehlimana Merdić, 2019. "Determinants Influencing Consumer'S Loyalty Towards A Private Brand," Poslovna izvrsnost-Business Excellence, University of Zagreb Faculty of Economics & Business, vol. 13(2), pages 31-51.
    • Handle: RePEc:zag:busexc:v:13:y:2019:i:2:p:31-51
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/333907
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Juan Beristain, Jose & Zorrilla, Pilar, 2011. "The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 562-574.
    2. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    3. Koen Pauwels & Shuba Srinivasan, 2004. "Who Benefits from Store Brand Entry?," Marketing Science, INFORMS, vol. 23(3), pages 364-390, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu, Lifang & Yang, Wei & Wu, Jessica, 2021. "Private label management: A literature review," Journal of Business Research, Elsevier, vol. 125(C), pages 368-384.
    2. Londoño, Juan Carlos & Elms, Jonathan & Davies, Keri, 2016. "Conceptualising and measuring consumer-based brand–retailer–channel equity," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 70-81.
    3. Magali Jara & Jean-Marc Ferrandi, 2017. "Standard retail brand equity: antecedents and sustainable developments," Working Papers hal-01465177, HAL.
    4. Fornari, Edoardo & Fornari, Daniele & Grandi, Sebastiano & Menegatti, Mario, 2013. "The influence of retailing-mix levers on private label market share: The case of the Italian FMCG market," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 617-624.
    5. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    6. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    7. ul Hassan, Syed Ramiz & Khan, Tariq Iqbal & Mansoor, Mahnaz & Jamil, Raja Ahmed, 2026. "From attraction to aversion and back: examining brand hate, love, and retention," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. A. Yeşim Orhun & Sriram Venkataraman & Pradeep K. Chintagunta, 2016. "Impact of Competition on Product Decisions: Movie Choices of Exhibitors," Marketing Science, INFORMS, vol. 35(1), pages 73-92, January.
    9. Casey E. Newmeyer & R. Venkatesh & Julie A. Ruth & Rabikar Chatterjee, 2018. "A typology of brand alliances and consumer awareness of brand alliance integration," Marketing Letters, Springer, vol. 29(3), pages 275-289, September.
    10. Yingjue Zhou & Tieming Liu & Gangshu Cai, 2019. "Impact of In-Store Promotion and Spillover Effect on Private Label Introduction," Service Science, INFORMS, vol. 11(2), pages 96-112, June.
    11. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
    12. Alexandria M. Gain & Leonard V. Coote & André Bonfrer, 2024. "Conceptualising and measuring consumer perceptions of brand wastefulness," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 557-575, November.
    13. Luiz Diego Vidal Santos & Francisco Sandro Rodrigues Holanda & Catuxe Varjão Santana Oliveira & Alceu Pedrotti & Pedro Vinícius Bertulino Menezes & Ana Paula Schervinski Villwock, 2023. "Purchase intention of Amazon sustainable brands: a hybrid approach of structural equation modeling and Rasch model," SN Business & Economics, Springer, vol. 3(12), pages 1-29, December.
    14. Zongsheng Huang & Peijie Bai, 2024. "Dynamic Cooperative Promotion in the Presence of Private Brand Introduction and Retailer Myopic Behavior," Dynamic Games and Applications, Springer, vol. 14(5), pages 1131-1159, November.
    15. Shapiro, Stephen L. & Reams, Lamar & So, Kevin Kam Fung, 2019. "Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports," Sport Management Review, Elsevier, vol. 22(2), pages 235-246.
    16. Jalal Hanaysha, 2016. "Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40, February.
    17. Tong, Yang & Xiao, Tiaojun, 2024. "National or third-party manufacturer? Sourcing strategy of a dominant platform: Signaling game's perspective," Omega, Elsevier, vol. 124(C).
    18. Wong, Tommy & Wickham, Mark, 2015. "An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective," Tourism Management, Elsevier, vol. 48(C), pages 439-454.
    19. Karsten Hansen & Vishal Singh & Pradeep Chintagunta, 2006. "Understanding Store-Brand Purchase Behavior Across Categories," Marketing Science, INFORMS, vol. 25(1), pages 75-90, 01-02.
    20. Uddin, Mohiy & Siddiqui, Danish Ahmed, 2026. "How Societal and Individual Diversity Affect Brand Equity of High Versus Low Involvement Products," EconStor Preprints 341074, ZBW - Leibniz Information Centre for Economics.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:busexc:v:13:y:2019:i:2:p:31-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dario Dunković (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.