Private label share, branding strategy and store loyalty

Consumer choice of store brands across store formats: A panel data analysis under crisis periods

“…We developed research hypotheses based on a comprehensive review of previous studies on store brands and national brands (e.g., Sinha and Batra, 1999;Erdem et al, 2004;Ngobo, 2011a), on the business cycle in relation to marketing variables (e.g., Lamey et al, 2007;Hampson and McGoldrick, 2013) and on the relationships between store format and brand purchase behaviour (e.g., Kaswengi, 2013;Kumar and Roy, 2013).…”

“…It may also help national brand managers who face increased store brand competition when crisis hits. Previous research on store brand drivers focused on marketing mix variables (Ngobo, 2011a), store image (Diallo et al, 2013), retailer factors (Dhar and Hoch, 1997), consumer characteristics (Richardson et al, 1996), perceived risk (Liljander et al, 2009). These studies do not point out the moderating role of economic crisis, nor consumer store format adjustments to cope with difficult economic situation.…”

Retail Brand Equity: Measurements through Brand Policy and Store Formats

“…Few retail brands have equal rates of re-purchase or better rates than national [25]. Ngobo (2011) [26] tested the relationship between a store brand (stores' own-named) and the customer loyalty in comparison with another-named brand: "the association between the store's own-named relative private label shares and the customer's loyalty to that store is stronger than the association with the store's other-named relative private label share" (Ngobo, 2011, p.265 [26]). Jara and Cliquet (2012) [11] show that store brands have a greater potential of differentiation than other-named brands (or standalone brands) and flagship brands (brands are not signed with the retailer's name but identified as retail brands) since they cover a wider area of associations.…”

Marcas Del Distribuidor: Evolución Y Caracterización Del Concepto

“…Private label Hoch & Banerji (1993);quelch & Harding (1996);Parker & Kim (1997);DelVecchio (2001);Steiner (2004); Gabrielsen & Sørgard (2007); Kumar & Steenkamp (2007); Lien et al (2007); Ailawadi et al (2008);Ngobo (2011). Private label brand Kotler (1988); Batra & Sinha (2000); Gooner & Nadler (2012).…”

“…Diferentes estudios han demostrado una relación causal positiva entre el desarrollo de las MDD y la generación de mayores niveles de lealtad hacia la tienda (Richardson, Jain & Dick, 1996), (Ngobo, 2011). Puesto que se asocia la MDD con una mejor imagen de la tienda generando un círculo virtuoso que reporta una mayor lealtad de los consumidores (Ailawadi, Pauwels & Steenkamp, 2008).…”