Abstract
This study develops a model to predict customer lifetime value for hypermarket private label products. It examines the relationships among store awareness, store image variables (i.e., service quality, price/value, convenience, and product quality), private label image, repurchase intention, and customer lifetime value and investigates the moderating role of image fit. The originality of this study lies in filling the gap of previous research on antecedents of private label customers’ behavior by considering store awareness, image fit, and customer lifetime value. Partial least squares structural equation modeling was used to analyze data. The results indicate the following. Store image variables (except product quality) and store awareness affect repurchase intention directly or indirectly through private label image. Image fit moderates the relationships between store image variables (except product quality) and private label image. Private label image facilitates customer lifetime value. This study provides several theoretical and practical implications for hypermarket private label product developments.
Highlights
Private label products refer to products branded by distributers (Bodur et al 2016)
Customer lifetime value represents a long-term indicator of a customer’s behavior, while behavioral intention tends to be a short-term indicator of a customer’s behavior (Kim, Ko 2012). To bridge these three knowledge gaps, this study aims to synthesize the following factors to formulate a model capable of predicting private label customers’ behavior: store awareness, store image, private label image, image fit, repurchase intention, and customer lifetime value
This study suggests that store awareness and private label image are similar to familiarity with the parent brand and attitude toward the extension respectively, and higher store awareness leads to a more positive private label image
Summary
Private label products refer to products branded by distributers (Bodur et al 2016). Researchers have used a set of terms to describe private labels, such as private brands, store brands, retailer brands, and wholesale brands (Liljander et al 2009). This study is a study of antecedents of private label customers’ behavior Within this thread of research, three closely related analytical perspectives can be identified: store image (Collins-Dodd, Lindley 2003; Semeijn et al 2004; Beristain, Zorrilla 2011), private label brand image (Vahie, Paswan 2006), and behavioral intention (Bao et al 2011; Wu et al 2011; Diallo 2012). Customer lifetime value represents a long-term indicator of a customer’s behavior, while behavioral intention tends to be a short-term indicator of a customer’s behavior (Kim, Ko 2012) To bridge these three knowledge gaps, this study aims to synthesize the following factors to formulate a model capable of predicting private label customers’ behavior: store awareness, store image, private label image, image fit, repurchase intention, and customer lifetime value
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