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Do Private Labels Lead to Store Loyalty? An Integrated Framework of Analysis Using a Structural Equation Modeling Approach

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Rita Coelho Vale

    (Catholic University of Portugal)

  • Pedro Verga Matos

    (Lisbon University)

  • Jorge Caiado

    (Lisbon University)

Abstract

In this study we follow an integrated approach- combining in-store characteristics and economic factors- to assess the role of private labels (PLs) as a driver of store loyalty, across different types of retailers. We apply structural equation modeling to a large survey collected online, with results at aggregate level indicating that PLs loyalty indeed seems to contribute to store loyalty. However, when analysis takes into consideration the different types of supermarket (low-cost, medium-cost, and premium), findings suggest that PLs play a critical role in generating consumers’ loyalty behavior exclusively in medium and premium supermarkets.

Suggested Citation

  • Rita Coelho Vale & Pedro Verga Matos & Jorge Caiado, 2015. "Do Private Labels Lead to Store Loyalty? An Integrated Framework of Analysis Using a Structural Equation Modeling Approach," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 167-175, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_17
    DOI: 10.1007/978-3-319-20182-5_17
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