2016
DOI: 10.15640/jmm.v4n2a7
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How to Create Brand Love in Private Label: The Role of Satisfaction as Intervening Variable

Abstract: Private brand is a store own brand that sold products only by its store. A store usually sold its brand with lower price than national brand. However, it is still challenging for store brand to compete with national brand in recent days. Most of buyers are likely to choose national brand considering their lack of risk, experience, and time usage. The store marketers need to change the buyer's paradigm from trial to be loyal, from substitute to love the brand. Previous study proved that brand love plays a cruci… Show more

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Cited by 6 publications
(7 citation statements)
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References 28 publications
(43 reference statements)
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“…In fact, since in many studies in sociology, Arab people tend to be affected emotionally by the packaging, the country of origin and other factors and do systematically develop emotions toward those products before even trusting them; hence this can be an explanation of the inexistence of a posi-Open Journal of Business and Management tive impact of brand trust on attachment. Finally, it supported the results of Pandowo (2016) [88] that demonstrated that satisfaction with retailer brands leads to strong emotional attachment toward them.…”
Section: Discussionsupporting
confidence: 82%
“…In fact, since in many studies in sociology, Arab people tend to be affected emotionally by the packaging, the country of origin and other factors and do systematically develop emotions toward those products before even trusting them; hence this can be an explanation of the inexistence of a posi-Open Journal of Business and Management tive impact of brand trust on attachment. Finally, it supported the results of Pandowo (2016) [88] that demonstrated that satisfaction with retailer brands leads to strong emotional attachment toward them.…”
Section: Discussionsupporting
confidence: 82%
“…Another hypothesis of the research is the H2 hypothesis, which claims that the brand experience positively affects brand love. The positive effect of brand experience on brand love was determined in the literature in various studies (Roy et al, 2013, p. 330;Garg et al, 2015, Garg, Mukherjee, Biswas andKataria, 2016;Pandowo, 2016;Erdoğan and Enginkaya, 2018;Zhang, 2019). Rodrigues et al (2007) determined in their research that brand experience in online shopping has no positive effect on brand love.…”
Section: Conclusion and Recommendationsmentioning
confidence: 98%
“…Thus, developing brand love is considered as a primary goal for customer relationship marketing (CRM) and brand management (Pawle and Cooper 2006). Accordingly, there has been a substantial amount of academic research on brand love and its relationship to consumer behaviors such as shopping/brand experiences (Pandowo 2016;Sarkar et al 2019), purchase intentions (Fetscherin 2014;Pawle and Cooper 2006), brand loyalty (Alnawas and Alrarifi 2015;Drennan et al 2015;Fournier 1998;Huang 2017;Thomson et al 2005;Wallace et al 2014), brand trust (Albert and Merunka 2013;Langner et al 2015), positive word-of-mouth (Karjaluoto et al 2016;Wallace et al 2014), and willingness to pay (Albert and Merunka 2013;Thomson et al 2005). Fournier (1998) argued that consumers are capable of emotionally bonding with certain brands in a similar manner to developing interpersonal relationships and her claim was supported by later research that found consumers can build emotional connections with brands just like developing love in a relationship (Carroll and Ahuvia 2006;Wallace et al 2014).…”
Section: Introductionmentioning
confidence: 99%