Store Loyalty in PL-Only Assortment: A Comparative Analysis Between Spain and the U.S.

This work analyses how consumers of two different countries—Spain and the U.S.—react to one brand—Private labels (PL)-only assortments—in terms of store-switching intentions. For this purpose we analysed the relationship between three variables—store image, perceived assortment variety and PL purchase intentions—and consumers’ store-switching intentions. To test the hypotheses formulated, we developed an online experiment with a sample of 280 individuals in each country; Structural Equation Models (SEM) have also been used. Results show interesting differences between these countries. In Spain, store-switching intention is diminished when consumers’ perceived assortment variety is high and when they show PL purchase intention. In the U.S., store-switching intention is lower when store image is positive and when consumers’ perceived variety is high.