The impact of private labels on consumer store loyalty: An integrative perspective

• Published in: Journal of retailing and consumer services Vol. 28; pp. 179 - 188
• Main Authors: Coelho do Vale, Rita, Verga Matos, Pedro, Caiado, Jorge
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.01.2016
• Subjects: Economic factors; formats; In-store characteristics; Private labels; Retail; Store loyalty; Store loyalty; In-store characteristics; Retail; Economic factors; formats; Private labels
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2015.10.003

This research studies the role of private labels (PLs) on consumers’ store loyalty. It offers an integrative approach that comprises several store loyalty drivers (in-store and economic factors), analyzing the role that PLs play among different types of retailers. Data were collected through an online survey. Using structural equation modeling, we run our analysis across different retail formats, assessing which factors lead to store loyalty and to what extent PLs contribute to it. Findings suggest that depending on retailers‘ market positioning, different factors contribute to loyalty and that the impact of PLs is mostly significant for medium-cost and premium supermarkets. •This research studies the role of private labels on consumers’ store loyalty.•It offers an integrative approach that comprises several store loyalty drivers.•Structural Equation Modeling was used and run across different retail formats.•Factors that contribute to loyalty depend on retailers‘ market positioning.•The impact of PLs is mostly significant for medium-cost and premium supermarkets.