Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Consumers’ Responses to Private Labels: Evaluations Extrinsic Cues Imitations Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Store Brand as a Customer Experience Touchpoint and Its Contribution to Store Loyalty

Authors : Marco Ieva, Edoardo Fornari, Cristina Ziliani

Published in: Advances in National Brand and Private Label Marketing

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Store Brands (SBs) have been growing internationally over the last decades, spurring many managerial and academic studies. The present work aims to take a fresh perspective on SB by highlighting its role as a retail touchpoint within a Customer Experience (CE) framework. This study examines SB as a touchpoint, together with many other retail/store touchpoints that consumers interact with during their CE journeys. By means of a survey on more than 2000 consumers, we identify the relative role of SB within the CE journey in terms of reach, and its contribution to store loyalty when all other CE touchpoints are considered. First, we show that SB is a touchpoint that can reach a high share of retail customers and we highlight its overlap with other touchpoints. Second, considering that touchpoint “positivity” is defined as the customer’s affective response to the encounter with a touchpoint, the study estimates the relative contribution of SB positivity to store loyalty. SB positivity is found to be an important predictor of store loyalty. Results carry several implications for academics and practitioners.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Selecting Factors Affecting the Purchase of Private Label Products
next chapter Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S.
Literature
Ailawadi, K. L., Pauwels, K., & Steenkamp, J. B. E. M. (2008). Private-label use and store loyalty. Journal of Marketing, 72(6), 19–30.CrossRef
Ang, L., & Eisend, M. (2017). Single versus multiple measurement of attitudes. Journal of Advertising Research. Digital First.
Arnold, M. J., & Reynolds, K. E. (2009). Affect and retail shopping behavior: Understanding the role of mood regulation and regulatory focus. Journal of Retailing, 85(3), 308–320.CrossRef
Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The impact of different touchpoints on brand consideration. Journal of Retailing, 91(2), 235–253.CrossRef
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85–89.
Coelho do Vale, R., & Verga Matos, P. (2017). Private labels importance across different store loyalty stages: A multilevel approach. International Journal of Retail and Distribution Management, 45(1), 71–89.CrossRef
Coelho do Vale, R., Matos, P. V., & Caiado, J. (2016). The impact of private labels on consumer store loyalty: An integrative perspective. Journal of Retailing and Consumer Services, 28, 179–188.CrossRef
Evanschitzky, H., Ramaseshan, B., Woisetschläger, D., Richelsen, V., Blut, M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625–638.CrossRef
Fornari, D., Fornari, E., Grandi, S., & Menegatti, M. (2016). Leading national brands facing store brands competition: Is price competitiveness the only thing that matters? Journal of Retailing and Consumer Services, 30, 234–241.CrossRef
Gázquez-Abad, J. C., Martínez-López, F. J., Esteban-Millat, I., & Mondéjar-Jiménez, J. A. (Eds.). (2014). National brands and private labels in retailing. Heidelberg: Springer Science + Business Media.
Girard, T., Trapp, P., Pinar, M., Gulsoy, T., & Boyt, T. E. (2017). Consumer-based brand equity of a private-label brand: Measuring and examining determinants. Journal of Marketing Theory and Practice, 25(1), 39–56.CrossRef
González-Benito, Ó., & Martos-Partal, M. (2012). Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty. Journal of Retailing, 88(2), 236–249.CrossRef
Gremler, D. D. (1995). The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty. Doctoral dissertation, Arizona State University.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401.
Ieva, M., & Ziliani, C. (2017). Towards digital loyalty programs: Insights from customer medium preference segmentation. International Journal of Retail and Distribution Management, 45(2), 195–210.CrossRef
İpek, İ., Aşkın, N., & İlter, B. (2016). Private label usage and store loyalty: The moderating impact of shopping value. Journal of Retailing and Consumer Services, 31, 72–79.CrossRef
IRI. (2016, June). Private label in western economies. Special Report IRI.
Jüttner, U., Schaffner, D., Windler, K., & Maklan, S. (2013). Customer service experiences: Developing and applying a sequential incident laddering technique. European Journal of Marketing, 47(5/6), 738–769.CrossRef
Kahn, B. E., & Isen, A. M. (1993). The influence of positive affect on variety seeking among safe, enjoyable products. Journal of Consumer Research, 20(2), 257–270.CrossRef
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.CrossRef
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail and Distribution Management, 42(10), 929–947.CrossRef
Meyer, C., & Schwager, A. (2007, February). Understanding customer experience. Harvard Business Review, 117–126.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., et al. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112.CrossRef
Ngobo, P. V. (2017). The trajectory of customer loyalty: An empirical test of Dick and Basu’s loyalty framework. Journal of the Academy of Marketing Science, 45(2), 229–250.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: Some empirical evidence. European Journal of Marketing, 40(5/6), 696–717.CrossRef
Romaniuk, J., Beal, V., & Uncles, M. (2013). Achieving reach in a multi-media environment. Journal of Advertising Research, 53(2), 221–230.CrossRef
Rubio, N., Villaseñor, N., & Yagüe, M. J. (2017). Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name. Journal of Retailing and Consumer Services, 34, 358–368.CrossRef
Seenivasan, S., Sudhir, K., & Talukdar, D. (2015). Do store brands aid store loyalty? Management Science, 62(3), 802–816.CrossRef
Sethuraman, R., & Gielens, K. (2014). Determinants of store brand share. Journal of Retailing, 90(2), 141–153.CrossRef
Steenkamp, J. B. E. M., & Geyskens, I. (2013). Manufacturer and retailer strategies to impact store brand share: Global integration, local adaptation, and worldwide learning. Marketing Science, 33(1), 6–26.CrossRef
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31–41.CrossRef
Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84–91.CrossRef
Wind, Y., & Lerner, D. (1979). On the measurement of purchase data: Surveys versus purchase diaries. Journal of Marketing Research, 16, 39–47.CrossRef
Metadata
Title
Store Brand as a Customer Experience Touchpoint and Its Contribution to Store Loyalty
Authors
Marco Ieva
Edoardo Fornari
Cristina Ziliani
Copyright Year
2017
Book
Advances in National Brand and Private Label Marketing

Print ISBN: 978-3-319-59700-3

Electronic ISBN: 978-3-319-59701-0

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-59701-0_14