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The Impact of Age on the Relationship Between Assortment Size and Perceived Value Read chapter Read first chapter

2019 | OriginalPaper | Chapter

Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?

Authors : Samy Belaid, Azza Temessek Behi, Dorsaf Fehri Belaid, Jérome Lacoeuilhe

Published in: Advances in National Brand and Private Label Marketing

Publisher: Springer International Publishing

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Abstract

Store Brands (SBs) are increasingly present in Western retail stores. They are used to define the positioning, loyalty and trust strategies. The retail literature has essentially developed models showing the effect of trust in a store and its impact on behavioral loyalty to SBs. In contrast, few studies have conceptualized the effect of SBs loyalty and its impact on trust in a store. The purpose of this research is to develop a conceptual model that considers, on one hand, behavioral loyalty to the SBs as a mediating variable between its antecedents (perceived quality, sensitive price and brand sensitive) and trust towards store, on the other hand, SB’s strategy as a moderating variable between loyalty to SBs and trust in the store.

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previous chapter Investigating Private Labels’ Success Against National Brands in the Men’s Razor Category
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Metadata
Title
Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?
Authors
Samy Belaid
Azza Temessek Behi
Dorsaf Fehri Belaid
Jérome Lacoeuilhe
Copyright Year
2019
Book
Advances in National Brand and Private Label Marketing

Print ISBN: 978-3-030-18910-5

Electronic ISBN: 978-3-030-18911-2

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-18911-2_10