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The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution

In: National Brands and Private Labels in Retailing

Author

Listed:
  • Natalia Rubio Benito

    (Autónoma University of Madrid)

  • Nieves Villaseñor Román

    (Autónoma University of Madrid)

  • Maria Jesús Yagüe Guillén

    (Autónoma University of Madrid)

Abstract

Within the current economic context, store brands play an important role in differentiation strategies based on assortment and positioning in terms of distributor prices. To begin with, this study identifies three determining aspects of retail loyalty and trust: satisfaction with price levels, the perceived image of the assortment and loyalty to the store brands (SB). Secondly, this study will propose a theoretical relational model among the aforementioned aspects. Our research shows how satisfaction with the price levels is the most important antecedent for a retailer to achieve customer loyalty while the perceived image of the assortment exercises a more significant influence in the creation of trust. Faithfulness to the store brands is built, to a greater extent, upon the satisfaction with price rather than perceived image of the assortment, while its effect on loyalty to the retailer chain is moderated and its effect on trust is not very significant. These results have important implications for management.

Suggested Citation

  • Natalia Rubio Benito & Nieves Villaseñor Román & Maria Jesús Yagüe Guillén, 2014. "The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat & Juan Antonio Mondéja (ed.), National Brands and Private Labels in Retailing, edition 127, pages 83-90, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-07194-7_8
    DOI: 10.1007/978-3-319-07194-7_8
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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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