Do private labels generate customer loyalty in food retailing?
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.
|Date of creation:||Oct 2009|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: 0531 / 596 5501
Fax: 0531 / 596 5599
Web page: http://www.gewisola.de/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:ags:gaae09:53265. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If references are entirely missing, you can add them using this form.