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Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Samy Belaid

    (EM Normandie Business School)

  • Azza Temessek Behi

    (Université de Carthage)

  • Dorsaf Fehri Belaid
  • Jérome Lacoeuilhe

    (Maître de Conférences HDR, IRG/IUT Sénart-Fontainebleau)

Abstract

Store Brands (SBs) are increasingly present in Western retail stores. They are used to define the positioning, loyalty and trust strategies. The retail literature has essentially developed models showing the effect of trust in a store and its impact on behavioral loyalty to SBs. In contrast, few studies have conceptualized the effect of SBs loyalty and its impact on trust in a store. The purpose of this research is to develop a conceptual model that considers, on one hand, behavioral loyalty to the SBs as a mediating variable between its antecedents (perceived quality, sensitive price and brand sensitive) and trust towards store, on the other hand, SB’s strategy as a moderating variable between loyalty to SBs and trust in the store.

Suggested Citation

  • Samy Belaid & Azza Temessek Behi & Dorsaf Fehri Belaid & Jérome Lacoeuilhe, 2019. "Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Anne Roggeveen (ed.), Advances in National Brand and Private Label Marketing, pages 73-82, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-18911-2_10
    DOI: 10.1007/978-3-030-18911-2_10
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    Cited by:

    1. Dawes, John, 2022. "Factors that influence manufacturer and store brand behavioral loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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