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Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • José Luis Ruiz-Real

    (University of Almería)

  • Juan Carlos Gázquez-Abad

    (Department of Economics and Business, University of Almería)

  • Francisco J. Martínez-López

    (University of Granada
    EAE Business School)

  • Irene Esteban-Millat

    (Open University of Catalonia)

Abstract

This work analyses how consumers of two different countries—Spain and the U.S.—react to one brand—Private labels (PL)-only assortments—in terms of store-switching intentions. For this purpose we analysed the relationship between three variables—store image, perceived assortment variety and PL purchase intentions—and consumers’ store-switching intentions. To test the hypotheses formulated, we developed an online experiment with a sample of 280 individuals in each country; Structural Equation Models (SEM) have also been used. Results show interesting differences between these countries. In Spain, store-switching intention is diminished when consumers’ perceived assortment variety is high and when they show PL purchase intention. In the U.S., store-switching intention is lower when store image is positive and when consumers’ perceived variety is high.

Suggested Citation

  • José Luis Ruiz-Real & Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Irene Esteban-Millat, 2017. "Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Kusum L. Ailawadi & María Jesús Yagüe-Guill (ed.), Advances in National Brand and Private Label Marketing, pages 139-147, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-59701-0_15
    DOI: 10.1007/978-3-319-59701-0_15
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