Store Brand Loyalty Research Articles

Cognitive drivers of brand love and store brand loyalty: lessons for retailers in a developing country setting

ABSTRACT This paper aims to extend an understanding of the cognitive drivers, namely excitement and sincerity, of brand love and store brand loyalty. It also examines the mediating role of brand love in the relationship between excitement and sincerity, and store brand loyalty. Field research, complemented with mall intercept method, was conducted within eight retail facilities of the biggest trade center in a developing country setting. A total of 450 useful questionnaires were collected and hypotheses were tested using structural equation modeling. The results show that excitement and sincerity, as cognitive drivers, are important predictors of brand love. It has been also proved that brand love fully mediates the relationship between excitement and sincerity, and store brand loyalty. The paper contributes to the retailing and brand–customer relationship literature by revealing new predictors of brand love and store brand loyalty, and enriching the existing, faintly researched brand love mediation body of knowledge in the developing country context. It also highlights the features relevant for a better retail store positioning toward creating store brand loyalty. It is expected that the findings can make changes in store brand positioning, as appropriately positioned store brands could lead to emotional connections and loyalty. More specifically, the findings of the paper highlight which store brand cognitive elements could lead to consumer involvement in the buying process.

Impact of Store Attributes on Customer Satisfaction and Store Brand Loyalty – A Mediation Role

Impact of Store Attributes on Customer Satisfaction and Store Brand Loyalty – A Mediation Role

The Effect of Response to Point of Purchase Advertising on Store Brand Loyalty with the Mediating Role of the Customer's Self-Concept

Despite the importance of retaining loyal and profitable customers for brands, the complexities of this concept make it difficult to agree on the factors that create it. This study examines the complete relationship between attitudinal variables related to point-of-purchase advertising in the retail industry (brands of chain store) by survey method. Therefore, with the aim of investigating the effect of affective response and cognitive response to point-of-purchase advertising on customer’s attitudinal and behavioral loyalty, considering the mediating role of the customer’s self-concept, it is attempt to offer a model that can explain how to build customer loyalty. For this purpose, the data taken from 357 customers of five chain stores brands in Ardabil analyzed by the structural equation model in the Maximum Likelihood way. Findings showed that the response to point-of-purchase advertising (both affective and cognitive) has a direct and significant relationship with the dimensions of loyalty (attitudinal and behavioral). Also, the mediating role of the customer's self-concept in the relationship between affective and cognitive response to point-of-purchase advertising on the dimensions of loyalty was significant. These results can help managers to increase the effectiveness of their point-of-purchase advertising design and improve profitability by increasing customer loyalty.

Store love in single brand retailing: the roles of relevant moderators

PurposeThe purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper posits that different store brand experiential cues can predict brand love only when the experience is processed based on perceiving the brand as human-like entity, i.e. brand anthropomorphization. Brand love cannot be strongly elicited without the sense of brand anthropomorphization. Moreover, brand love can impact brand loyalty intention only under the moderating condition of perceived firm’s positive relationship marketing orientation.Design/methodology/approachSurvey was conducted among urban shopping mall consumers, and the data were analyzed using structural equation modeling.FindingsThe findings support that store brand experience elicited by store environmental cues can better predict store brand love when the store is perceived as human, and store brand love can better predict conative SBL when consumer perceives that the store is having a positive relationship orientation.Originality/valueThe value of the paper lies in empirically testing the psychological mechanism through which store atmospheric cues lead to SBL.

A study on store brand loyalty of apparels in Chennai City

Loyalty, in general use, is a devotion and faithfulness to a nation, cause, philosophy, country, group, or person. Businesses seek to become the objects of loyalty in order to retain customers. Brand loyalty is a consumer's preference for a particular brand and a commitment to repeatedly purchase that brand. Loyalty programs offer rewards to repeat customers in exchange for being able to keep track of consumer preferences and buying habits. Store brands are those products manufactured specially for a retailer and bearing the retailer's name. Store Brands are those brands on which the retailers have full control. The Study aims at measuring the level of store brand loyalty of multi brand apparel retailer. The study has important implications on organizations and has the potential to benefit the retailer. For this purpose, descriptive research design is applied. Non-probability sampling method called convenience sampling is done with the sample size of 150. Statistical techniques like ANOVA, Correlation, Chi-Square were applied. Based on the review of literature various variables were considered in this study in measuring the store brand loyalty of Reliance Trends Apparels. Findings were derived based on the analysis which would be useful to the retailers to enhance their customers’ loyalty with a view to retain them and in turn will result in attracting new customers, thereby reducing the cost of acquiring new customers.

Antecedencje postrzeganego przez konsumenta kapitału marek własnych – model koncepcyjny

The objective of this paper is to present a conceptual model of antecedents of store brand (SB) equity (SBBE) that aims to identify the effects of SB advertising spend, attitudes toward SB advertisements, SB price promotions, and SB non-price promotions on the metrics of SBBE (i.e. SB awareness, SB associations, SB perceived quality, and SB loyalty), overall and with regard to retail format differences across three retail formats. For this purpose an extensive literature review is introduced. This paper provides key directions to brand managers regarding store brand assortment. There is emphasized that the expected outcomes of this research project are not only of great importance to build the academic literature on SBs, but are also of immense value to practitioners and SB managers.

Redefining Retail Store Formats - A South African Study

The global competitive retail space is challenging and the retailers are experimenting with different strategies to gain competitive advantage in the market. Retailers are developing and designing new and improved store formats to mirror the customers’ expectations by using distinctive benefits. Thus attracting and retaining customers by creating store brand loyalty is every retailer’s dream and they are spending a huge amount of time and money in developing these uniquely attractive retail store formats. However, limited academic research is available to help retailers understand the most profitable and popular retail store format in South Africa.This empirical research paper is an attempt to investigate the influence of the design, type and size of the retail store on the customer buying behaviour in the consumer durables market by examining a random sample of respondents from Gauteng, South Africa. The research findings, indicates that there is a varying degree of effect of retail store formats on the customer buying behaviour. Most of the variables have a positive correlation with other variables of customer behaviour. However in some cases, variables have significant inverse relationship with each other.

A lovable personality: The effect of brand personality on brand love

This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM). The results demonstrated that the two dimensions of brand personality as well as brand love have a positive impact on store brand loyalty and +WOM. Additionally, ‘sincerity’ and ‘excitement’ had a direct effect on store brand loyalty but not on +WOM. However, both the personality dimensions influenced +WOM through brand love and store brand loyalty.

추구 혜택이 글로벌 SPA브랜드의 유·아동복 제품에 대한 점포 속성 평가 및 브랜드 충성도에 미치는 영향에 관한 연구

추구 혜택이 글로벌 SPA브랜드의 유·아동복 제품에 대한 점포 속성 평가 및 브랜드 충성도에 미치는 영향에 관한 연구

Do Store Brands Aid Store Loyalty?

Do store brands aid store loyalty by enhancing store differentiation or merely draw price-sensitive customers with little or no store loyalty? This paper seeks to answer this question by empirically investigating the relationship between store brand loyalty and store loyalty. First, we find a robust, monotonic, positive relationship between store brand loyalty and store loyalty by using multiple loyalty metrics and data from multiple retailers and by controlling for alternative factors that can influence store loyalty. Second, we take advantage of a natural experiment involving a store closure and find that the attrition in chain loyalty is lower for households with greater store brand loyalty prior to store closure. Together, our results are consistent with evidence for the store differentiation role of store brands. This paper was accepted by J. Miguel Villas-Boas, marketing.

The Effect of Customers’ Perceived Value of Retail Store on Relationship between Store Attribute and Customer Brand Loyalty: Some Insights from Malaysia

Customer brand loyalty has been an important area for practitioners in retailing industry due to various developments in the increasingly competitive environment. The objective of the current study is to identify the role of perceived value of the store brand in relationship between store attributes and customer brand loyalty. A self-administered questionnaire was used to collect data (n=418), from the customers visiting hypermarkets such as Tesco, Aeon Big, Mydin and Giant's in metropolitan Kuala Lumpur, Malaysia. Structural Equation Modeling is employed to analyze the data. The results demonstrate that store attribute has a direct effect on customers’ perceived value as well as on their loyalty with the store brand. The store attribute also has an indirect effect on store brand loyalty via customers’ perceived value of the store brand. The study recommends hypermarkets to understand customers’ perception towards their brand in order to develop better marketing strategy which can enable them differentiate themselves from competitors.

The Relationship between Store Brand and Customer Loyalty in Retailing in Malaysia

Purpose: The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market. Significance of the study (Theoretical aspect): It is hope that this research may create a niche understanding of a relationship between store brand and customer loyalty in Malaysia. The findings of this study also can be added into current knowledge and literature for future reference. Significance of the study (Practical aspect): This research is also essential in practical aspect where it can be used as a guideline for the newly developed company to market their store brand. Furthermore, the findings of this study can also be used by other organization to solve problems occur in the future resulting from aggressive competition in the market. Hence, they may improve their performance in providing the best product or service to customers. Besides, this study also will ensure that the attributes of customer loyalty strategies and customer loyalty program can be implemented in the store brand business such as Mesra reward card and Giant membership card.

Re-thinking the relationship between store brand attitude and store brand loyalty: a simultaneous approach

Academic attention to the relationship between store brand attitude and store brand loyalty is insufficient. Our paper fills this research gap by proposing and testing a theoretical model that demonstrates a reciprocal and mutually-reinforcing relationship between store brand attitude and store brand loyalty. The literature review identifies independent variables as potential predictors of both characteristics. We apply a two stages least squares model to data that come from a survey of Spanish households. The findings corroborate some of the propositions of the conceptual model: the reciprocal relationship between the two dependent variables; the influence of risk, deal proneness, price and value consciousness and extrinsic and intrinsic cues on store brand attitude; and the influence of exploration, deal proneness, store loyalty, store brand trust and store brand affective commitment on store brand loyalty.

Store brand and store loyalty: The moderating role of store brand positioning

Despite extensive research, the relationship between store brand loyalty and store loyalty remains uncertain. Recent research suggest a nonmonotonic relationship between store brand loyalty and store loyalty: positive up to a certain store brand loyalty level, after which it becomes negative (inverted U). However, existing arguments suggest this relationship may relate to the competitive positioning of store brands, especially their price–quality positioning. The more quality-oriented the store brand positioning, the more favorable the effect of store brand loyalty appears to be on store loyalty. An empirical study, focused on retailers that simultaneously offer several store brands with different price–quality positions, corroborates this proposition. The store brand loyalty level at which store brand loyalty induces a negative effect on store loyalty occurs earlier when the store brand positioning stresses price instead of quality.

The effects of 2-tier store brands’ perceived quality, perceived value, brand knowledge, and attitude on store loyalty

This paper divides store brands into generic ones versus individual ones. Accordingly, two types of store brand loyalty are discussed, namely general versus individual brand loyalty. It also analyzes perceptions of 2-tier store brands in terms of perceived quality and value, and explores the respective effects of consumer knowledge and brand attitude on store loyalty. Results show that both low-priced and medium-priced store brands are able to build individual store brand loyalty and store loyalty among customers. Managerial implications are also provided.

The effects of store brand loyalty on store loyalty: evidence from the Spanish market

This article studies the impact of retailers' store brands on store performance. Specifically, we analyze the extent to which store brands contribute to store loyalty. On the one hand, a positive relationship between customers' familiarity with and loyalty to the retailer's own brand and customers' loyalty to the retailer should result from the potential of the store brand to differentiate the retailer. On the other hand, an negative relationship between customers' familiarity with and loyalty to the retailer's own brand and customers' loyalty to the retailer may result from store brands' association with more price-sensitive customers, who have a higher propensity to buy at different stores that offer the best bargain. The empirical analysis, conducted with a sample of customers of leading retailers in the Spanish detergent market, shows no relationship between store brand loyalty and loyalty to the retailer. Although the purchase of store brands relates positively to higher loyalty to the retailer, this relationship deteriorates with the degree of exclusivity of store brands within the customer's shopping basket.

Consumer-Level Factors That Influence Store Brand Proneness: An Empirical Study With Spanish Consumers

ABSTRACT This research presents a conceptual framework for explaining the impact of a wide range of variables on store brand purchases. We perform a logistic regression using factors obtained through principal components analysis as independent variables. We find that familiarity, store brand loyalty, proximity, price–quality relationship, and intrinsic cues have positive effects on store brand proneness. Exploration (innovativeness and variety seeking) and extrinsic cues have a negative effect on store brand attitude. Retailers can benefit from these results by adapting their store brands strategies, especially those related to increasing brand loyalty and familiarity.

Research Note—Are Store-Brand Buyers Store Loyal? An Empirical Investigation

This paper tests the notion of whether high preference for store brands leads to higher store loyalty. Our work differs from the earlier empirical evidence on this issue in how we define and measure the two key constructs: store-brand loyalty and store loyalty. To measure store-brand preference, we develop a multicategory brand choice to elicit the basic latent tendency for a household to buy store brands, while controlling for other factors such as price sensitivity. The household-specific measures on store-brand preference and price sensitivity (along with other control variables) are then used to assess household store loyalty in the context of entry by a Wal-Mart supercenter in the market. Results show that store-brand buying behavior is driven by households' underlying “value trait” over and beyond what is captured by price sensitivity alone. In addition, these value-oriented households, which show high preference for store brands in the pre-entry period, shift a significantly higher level of their expenditures to Wal-Mart. These results are in contradiction to the conventional wisdom that high store-brand patronage is associated with a higher level of store loyalty. However, this finding comes with the caveat that the entrant analyzed in the paper has a well-defined “value” positioning and might not hold if the new entrant does not dominate the incumbent in the value proposition. Implications for supermarket managers in a more general context are discussed.

Behavioural loyalty towards store brands

This paper applies a consumer brand choice model to measure store brand (SB) loyalty. The aim of this paper is to examine whether SB loyalty is different across categories, and we focus on risk perception as an explanatory variable. The model is estimated using ACNielsen Spanish household scanner panel data on two laundry detergent categories over a 2-year period for more than 1107 households. Loyalty, price, socio-demographics and shopping behaviour variables are included. The discrete-choice model formulation is the logit model.