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Do private labels generate customer loyalty in food retailing?


  • Wettstein, Nadine
  • Brosig, Stephan
  • Glauben, Thomas
  • Hanf, Jon Henrich
  • Loy, Jens-Peter


The increase of private labels in food retailing and retailers' high expenditures for establishing them raise one central question: Do consumers really consider private labels as "real" brands and develop loyalty towards them. We analyse a four year panel data set on frozen pizza purchases to study differences in consumers' repurchasing behaviour between two strong national brands and private labels. In sum, our results show significant differences. However, the observable repurchase behaviour can not fully reflect the attitudinal component of brand loyalty. So subsequently, we present potential approaches to identify the underlying attitudinal component.

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  • Wettstein, Nadine & Brosig, Stephan & Glauben, Thomas & Hanf, Jon Henrich & Loy, Jens-Peter, 2009. "Do private labels generate customer loyalty in food retailing?," 49th Annual Conference, Kiel, Germany, September 30-October 2, 2009 53265, German Association of Agricultural Economists (GEWISOLA).
  • Handle: RePEc:ags:gaae09:53265

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    Cited by:

    1. Whorton, Carly S. & Amanor-Boadu, Vincent, 2011. "Consumers' Perception of Sustainably Produced Food: The case of local and organic production technologies," 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas 99738, Southern Agricultural Economics Association.

    More about this item


    food retailing; private labels; brand loyalty; panel data; hazard analysis; Consumer/Household Economics; Marketing;

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