Role of Retailer Positioning and Product Category on the Relationship Between Store Brand Consumption and Store Loyalty

The Role of the Store Brands in the Creation of Consumer Loyalty and Trust in the Retailer Within the Context of Consumer Product Distribution

“…Although there exist works defending the loyalty to the retailer favors attitude and loyalty towards the commercialized store brands (De Wulf et al, 2005), another research stream, the present paper among them, indicates a relationship in the opposite direction (Bîgné et al, 2013;Collins-Dodd & Lindley, 2003;González-Benito & Martos-Partal, 2012). Therefore, we propose: H3: Loyalty to store brands exercises a direct and positive effect on the loyalty towards the retailer.…”

“…For example, there is empiric evidence that loyalty to store brands increase the brand equity of the establishment marketing it (Bîgné, Borredá, & Miquel, 2013), and the positive attitude towards store brands expands within the scope of store brands with different positions within the establishment (Palmeira & Thomas, 2011) as well as among the various product categories (Erdem & Chang, 2012). Among the favorable consequences of store brand presence, retailer loyalty is noteworthy, which has also been studied in depth (González-Benito & Martos-Partal, 2012). However, studying the effect of store brands on retailer trust has been approached to a lesser degree, despite being an extremely relevant variable within the framework of relationship marketing.…”

From store brands to store brandscapes: the emergence of a time and money saving heuristic

“…Third, when considering the store brand hierarchy, the whole is greater than the sum of its parts. Recent findings indicate that the presence of a multi-tiered store brand hierarchy has the effect of improving quality perceptions within the hierarchy (Palmeira and Thomas, 2011) while evidence of shopping across the various tiers of the store brand hierarchy is provided by Geyskens et al (2010) and across stores by González-Benito and Martos-Partal (2012). Fourth, a store brand heuristic may be a potent substitute for the representative, numerosity, and availability heuristics given the extensive variety of categories that feature these products, the frequency of purchase and the relatively low involvement normally associated with the purchase of many grocery items.…”

Manufacturer's retailer dependence: A private branding perspective

“…While national brands are well studied in the literature, we have a limited understanding on private brands particularly from a manufacturer's point of view as opposed to that of retailers and consumers. Given the rapid growth of its market share in recent years (González-Benito & Martos-Partal, 2012), private brands are becoming increasingly important even for the manufacturers regardless of their own brand portfolio in the context of B2B marketing. In the U.S. for instance, private brands accounted for 15.6% of total dollar share in 2007.…”