Moderating effects of the relationship between private label share and store loyalty

Nicole Koschate-Fischer, Johannes Cramer, Wayne D. Hoyer

    Research output: Research - peer-reviewArticle

    • 26 Citations

    Abstract

    A key benefit of private labels for retailers is their potential to increase customers' store loyalty. However, previous research has not examined how this relationship varies across customers and situations. This study contributes to knowledge in this area by developing a conceptual framework that guides the investigation of the role of four moderating factors in strengthening the private label brand share-store loyalty link: (1) customers' price-oriented behavior, (2) degree of commoditization of the product category, (3) product category involvement, and (4) the retailer's price positioning. This article draws on a large-scale empirical study using a household panel and questionnaire data for 35 diverse fast-moving consumer goods product categories. The results of this study show that the relationship between private label share and store loyalty is more complex than previous research has suggested. Specifically, the private label brand share-store loyalty link is stronger for customers with high price-oriented behavior, retailers with a low price positioning, and product categories that are less commoditized and have relatively higher involvement.

    LanguageEnglish (US)
    Pages69-82
    Number of pages14
    JournalJournal of Marketing
    Volume78
    Issue number2
    StatePublished - Mar 1 2014

    Fingerprint

    Moderating effect
    Store loyalty
    Private labels
    Product category
    Retailers
    Price positioning
    Questionnaire
    Household
    Commoditization
    Factors
    Empirical study
    Conceptual framework

    Keywords

    • Moderating effects
    • Private label strategy
    • Private labels
    • Retail strategy
    • Store loyalty

    ASJC Scopus subject areas

    • Business and International Management
    • Economics and Econometrics
    • Marketing

    Cite this

    Koschate-Fischer, N., Cramer, J., & Hoyer, W. D. (2014). Moderating effects of the relationship between private label share and store loyalty. Journal of Marketing, 78(2), 69-82.

    Moderating effects of the relationship between private label share and store loyalty. / Koschate-Fischer, Nicole; Cramer, Johannes; Hoyer, Wayne D.

    In: Journal of Marketing, Vol. 78, No. 2, 01.03.2014, p. 69-82.

    Research output: Research - peer-reviewArticle

    Koschate-Fischer, N, Cramer, J & Hoyer, WD 2014, 'Moderating effects of the relationship between private label share and store loyalty' Journal of Marketing, vol 78, no. 2, pp. 69-82.
    Koschate-Fischer, Nicole ; Cramer, Johannes ; Hoyer, Wayne D./ Moderating effects of the relationship between private label share and store loyalty. In: Journal of Marketing. 2014 ; Vol. 78, No. 2. pp. 69-82
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