The role of private label tiers and private label naming strategies in the relationship between private label brand equity and store loyalty
The evolution of private labels is a recent trend in the retail industry: many retailers now manage a private label (PL) portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies con...
| Authors: | , , |
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| Format: | article |
| Publication Date: | 2020 |
| Country: | España |
| Institution: | Universidad Autónoma de Madrid |
| Repository: | Biblos-e Archivo. Repositorio Institucional de la UAM |
| Language: | English |
| OAI Identifier: | oai:repositorio.uam.es:10486/714382 |
| Online Access: | http://hdl.handle.net/10486/714382 https://dx.doi.org/10.1108/JPBM-09-2018-2017 |
| Access Level: | Open access |
| Keyword: | Loyalty Private label brand equity Private labels Tiered private label program Private label naming strategies Economía |
| Summary: | The evolution of private labels is a recent trend in the retail industry: many retailers now manage a private label (PL) portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study examines the formation of PL brand equity and its effect on store loyalty for retailers with differently-tiered PL programs (a “better” program with standard PL vs. a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (storebanner name or stand-alone brand name) |
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