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Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?

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Advances in National Brand and Private Label Marketing (NB&PL 2019)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Store Brands (SBs) are increasingly present in Western retail stores. They are used to define the positioning, loyalty and trust strategies. The retail literature has essentially developed models showing the effect of trust in a store and its impact on behavioral loyalty to SBs. In contrast, few studies have conceptualized the effect of SBs loyalty and its impact on trust in a store. The purpose of this research is to develop a conceptual model that considers, on one hand, behavioral loyalty to the SBs as a mediating variable between its antecedents (perceived quality, sensitive price and brand sensitive) and trust towards store, on the other hand, SB’s strategy as a moderating variable between loyalty to SBs and trust in the store.

D.F. Belaid—Freelance Marketing Consultant, Paris.

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Authors and Affiliations

  1. EM Normandie Business School, Le Havre, France

    Samy Belaid

  2. I.H.E.C, Université de Carthage, Tunis, Tunisia

    Azza Temessek Behi

  3. Paris, France

    Dorsaf Fehri Belaid

  4. Maître de Conférences HDR, IRG/IUT Sénart-Fontainebleau, Paris, France

    Jérome Lacoeuilhe

Authors
  1. Samy Belaid
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  2. Azza Temessek Behi
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  3. Dorsaf Fehri Belaid
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  4. Jérome Lacoeuilhe
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Correspondence to Samy Belaid .

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Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Marketing Division, Babson College, Babson Park , MA, USA

    Anne Roggeveen

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Belaid, S., Behi, A.T., Belaid, D.F., Lacoeuilhe, J. (2019). Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?. In: Martínez-López, F., Gázquez-Abad, J., Roggeveen, A. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-18911-2_10

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