IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-319-20182-5_19.html
   My bibliography  Save this book chapter

Loyalty to Private Labels/National Brands and Prices Paid: Are Highly Loyal Customers Paying More?

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Magda Nenycz-Thiel

    (University of South Australia)

  • Giang Trinh

    (University of South Australia)

Abstract

The latest trend in the private label world are premium private labels, often more expensive than standard national brands (ter Braak, Geyskens, & Dekimpe, 2014). The question arises, are those who are already buying a lot of private labels a potential target for more expensive private labels? This paper aims to answer this question by examining the relationship between the loyalty to private labels and national brands and the average price paid. We utilized the UK Kantar TNS panel data and looked at purchasing of ten product categories between 2008 and 2012. The findings show that the higher the loyalty to private labels the lower the average price paid for private labels. In contrast, the more loyal consumers are to national brand the higher the average price paid for national brands. The findings provide important implications for retailers wanting to target shoppers with their premium private label offers in different categories.

Suggested Citation

  • Magda Nenycz-Thiel & Giang Trinh, 2015. "Loyalty to Private Labels/National Brands and Prices Paid: Are Highly Loyal Customers Paying More?," 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 185-192, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_19
    DOI: 10.1007/978-3-319-20182-5_19
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:spr:prbchp:978-3-319-20182-5_19. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.