Moderating Effects of the Relationship between Private Label Share and Store Loyalty

Koschate‐Fischer, Nicole; Cramer, J. S.; Hoyer, Wayne D.

doi:10.1509/jm.13.0075

Cited by 103 publications

(57 citation statements)

References 37 publications

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“…However, some recent studies indicate that private-label -based store loyalty might only hold at intermediate levels of private-label purchases. Heavy buyers instead tend to be less loyal to a specific store and prefer private-label products in general, irrespective of the chain that sells them (Ailawadi, Pauwels, and Steenkamp 2008;Koschate-Fischer, Cramer, and Hoyer 2014). Therefore, we predict a U-shaped relationship, such that private-label buyers are less inclined to reallocate purchases from competitive chains when they exhibit intermediate private-label purchase shares with competitors but more willing to reallocate purchases to the chain whose online channel they use when they purchase either very low or very high shares of private-label products from competitors.…”

Section: Habitual Purchase Patternsmentioning

confidence: 99%

A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?

Melis

Campo

Lamey

et al. 2016

Journal of Retailing

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A switch from single-to multichannel grocery shopping can affect consumers' purchase allocations. This study investigates whether and to what extent a consumer's decision to start buying groceries online at a particular chain can lead to expansion of the share in grocery spending allocated to that chain. To obtain a better insight into the underlying mechanisms and to provide more accurate and refined managerial guidelines, we further investigate the moderating effects of a comprehensive set of factors that may stimulate or withhold these expansion effects. To analyze these effects, we use a large and representative U.K. household panel data set, composed of multichannel grocery shoppers and a matched group of single-channel shoppers, for a 2.5-year period across all multichannel grocery chains. The empirical analysis confirms that multichannel grocery shoppers expand the share of wallet allocated to the online-visited chain, and that the extent of this expansion depends on chain as well as consumer characteristics. Expansion effects appear to be more profound for chains that adopt an integrated multichannel strategy for product prices and category assortments. In addition, customers who face more stringent time constraints, live farther away from the chain's offline store, and/or purchase fewer competitive private-label or hard discounter products, are more likely to increase their share of grocery spending at the online-visited chain.

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Section: Habitual Purchase Patternsmentioning

confidence: 99%

A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?

Melis

Campo

Lamey

et al. 2016

Journal of Retailing

View full text Add to dashboard Cite

show abstract

“…Fastmoving consumer goods can be defined as frequently purchased, low-involvement goods that are sold at relatively low cost (Nijssen 1999;Silayoi and Speece 2007;Cleeren et al 2013), such as household products, food, alcoholic beverages, soft drinks, tobacco products, and personal care (Koschate-Fischer et al 2014;Olsen et al 2014).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

Heinberg

Ozkaya

Taube

2015

J. of the Acad. Mark. Sci.

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The literature that focuses on acquisitions from the consumer perspective has generally neglected the brand strategy of cross-border acquisitions in an emerging market by a developed country brand. However, research in this field appears necessary, considering the high failure rate of M&As, the common practice of Western/global companies of augmenting their brand portfolio through local acquisitions, and the sensitivity of emerging market consumers to foreign brands. The present study is an initial attempt to understand the loyalty of consumers toward the acquired brands. Moreover, we investigate how such an acquisition affects the relationship between quality and loyalty, as well as between price and loyalty. For fast-moving consumer goods brands in China, the findings indicate that from a customer's perspective acquiring a local brand is not an advisable strategy for foreign brand conglomerates, because such an international takeover may decrease consumer loyalty. Additionally, consumers tend to expect higher quality after the takeover but may not want to pay more for the quality increase.

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“…Regarding perceived quality, PLs traditionally offer consumers lower and fairlypriced products, very similar in quality to national brands (Koschate-Fischer et al 2014). Yet, consumers consider PL brands as being inferior to national brands-low-quality products or, at least, of lower quality than national products.…”

Section: Theoretical and Empirical Backgroundmentioning

confidence: 99%

Advances in National Brand and Private Label Marketing

2016

Springer Proceedings in Business and Economics

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Moderating Effects of the Relationship between Private Label Share and Store Loyalty

Cited by 103 publications

References 37 publications

A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?

A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?

A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?

Advances in National Brand and Private Label Marketing

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