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Do private labels generate customer loyalty in food retailing?

Listed author(s):
  • 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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Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 49th Annual Conference, Kiel, Germany, September 30-October 2, 2009 with number 53265.

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Date of creation: Oct 2009
Handle: RePEc:ags:gaae09:53265
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