Customers' comparative loyalty to retail and manufacturer brands

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors. Design/methodology/approach -The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses. Findings -The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s). Research limitations/implications -Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail sites. The samples had relatively high disposable incomes. Practicable implications -The study found that retailers may need dissimilar marketing strategies for customers loyal to manufacturer brands and customers loyal to retail brands. Originality/value -The study provides new and empirical insight into the ongoing debate of the comparative importance of manufacturer and retail brands.

The impact of brand experiences on brand resonance in multi-channel fashion retailing

“…Brand loyalty. Brand loyalty encompasses the behavior of repeated purchases and attitudinal self-commitment toward the brand (Broyles et al, 2011;Chaudhuri and Holbrook, 2001;Jensen, 2011). The type of behavioral loyalty is a consumer's response expressed over time with some decision-making process involved (Olsen, 2007).…”

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

“…Brand loyalty can work a lot and results in not to switch that brand. Customers who are loyal to a manufacturer's brand are less likely to become loyal with store brand (Broyles, Ross, & Davis, 2011). Liu and Hu (2011) found that the complementary products with same brand resulting in connivance and maximization of output of core the product are also the source of brand loyalty.…”

Management perspectives on country of origin

“…Although, these developments have long been an area of interest for many researchers (e.g. Davies, 1992;Davies, 1998;McColl and Moore, 2011;McCormick et al, 2014;Broyles et al, 2011;Glynn et al, 2012;Martenson, 2007), the distinction between retail brands and manufacturer brands in the UK fashion context remains an under-researched area, especially with regard to managerial perceptions of the importance of country of origin. This study, therefore, aims to analyse the views of industry experts from different fashion retailers, brands and manufacturers in relation to this issue.…”