Abstract
This paper divides store brands into generic ones versus individual ones. Accordingly, two types of store brand loyalty are discussed, namely general versus individual brand loyalty. It also analyzes perceptions of 2-tier store brands in terms of perceived quality and value, and explores the respective effects of consumer knowledge and brand attitude on store loyalty. Results show that both low-priced and medium-priced store brands are able to build individual store brand loyalty and store loyalty among customers. Managerial implications are also provided.
Article PDF
Similar content being viewed by others
References
Ailawadi K L, Neslin S A, Gedenk K (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1): 71–89
Ailawadi, K L, Pauwels K, Steenkamp J-B E M (2008). Private-label use and store loyalty. Journal of Marketing, 72(4): 19–30
Bell D R, Ho T-H, Tang C S (1998). Determining where to shop: Fixed and variable cost of shopping. Journal of Marketing Research, 35(3): 352–369
Bloemer J, Ruyter K D (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5): 499–513
Bridson K, Evans J (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8/9): 403–411
Burton S, Lichtenstein D R, Netemeyer R G, Garretson J A (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4): 293–306
Chaudhuri A, Holbrook M B (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2): 81–93
Chen S-C, Quester P G (2006). Modeling store loyalty: Perceived value in market orientation practice. Journal of Services Marketing, 20(3): 188–198
Corsthens M, Lal R (2000). Building store loyalty through store brands. Journal of Marketing Research, 37(3): 281–291
Cunningham R M (1961). Customer loyalty to store and brand. Harvard Business Review, 39: 127–137
Darley W K, Lim J-S (1993). Store-choice behavior for pre-owned merchandise. Journal of Business Research, 27(1): 17–31
Dhar S K, Hoch S J (1997). Why store brand penetration varies by retailer. Marketing Science, 16(3): 208–227
Dick A, Jain A, Richardson P (1995). Correlates of store brand proneness: Some empirical observations. Journal of Product & Brand Management, 4(4): 15–22
Dodds W B, Monroe K B, Grewal D (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3): 307–319
Hansen K, Singh V, Chintagunta P (2006). Understanding store-brand purchase behavior across categories. Marketing Science, 25(1): 75–90
Harcar T, Kara A, Kucukemiroglu O (2006). Consumer’s perceived value and buying behavior of store brands: An empirical investigation. The Business Review, 5(2): 55–62
Johanson U, Burt S (2004). The buying of private brands and manufacturer brands in grocery retailing: A comparative study of buying processes in the UK, Sweden and Italy. Journal of Marketing Management, 20(7–8): 799–824
Kirmant A, Baumgartner H (2000). Reference points used in quality and value judgments. Marketing Letters, 11(4): 299–310
Koo D-M (2003). Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4): 42–71
Lamey L, Deleersnyder B, Dekimpe M G, Steenkamp J-B E M (2007). How business cycles contribute to private-label success: Evidence from the United States and Europe. Journal of Marketing, 71(1): 1–15
Livesey F, Lennon P (1978). Factors affecting consumers’ choice between manufacturer brands and retailer own labels. European Journal of Marketing, 12(2): 158–170
Mieres C G, Martin A M D, Getierrez J A (2006). Antecedents of the difference in perceived risk between store brands and national brands. European Journal of Marketing, 40(1/2): 61–82
Miquel S, Caplliure E M, Aldas-Manzano J (2002). The effect of personal involvement on the decision to buy store brands. The Journal of Product and Brand Management, 11(1): 6–18
Miranda M J, Konya L, Havrila I (2005). Shoppers’ satisfaction levels are not the only key to store loyalty. Marketing Intelligence & Planning, 23(2): 220–232
Pan Y, Zinkhan G M (2006). Determinants of retail patronage: A meta-analytical perspective. Journal of Retailing, 82(3): 229–243
Parasurman A, Grewal D (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1): 168–174
Paulins V A, Geistfeld L V (2003). The effect of consumer perceptions of store attributes on apparel store preference. Journal of Fashion Marketing and Management, 7(4): 371–385
Pauwels K, Srinivasan S (2004). Who benefits from store brand entry? Marketing Science, 23(3): 364–390
Quelch J, Harding D (1996). Brands versus private labels: Fighting to win. Harvard Business Review, 74(1): 99–111
Rafio M, Fulford H (2005). Loyalty transfer from offline to online stores in the UK grocery industry. International Journal of Retail & Distribution Management, 33(6): 444–460
Rao T R (1969). Are some consumers more prone to purchase private brands? Journal of Marketing Research, 6(4): 447–450
Reinartz W J, Kumar V (1999). Store-, market-, and consumer-characteristics: The drivers of store performance. Marketing Letters, 10(1): 5–22
Reynolds K E, Arnold M J (2000). Customer loyalty to the salesperson and the store: Examining relationship customers in an upscale retail context. The Journal of personal Selling & Sales Management, 20(2): 89–98
Richardson P S (1997). Are store brands perceived to be just another brand? Journal of Product & Brand Management, 6(6): 388–404
Richardson P S, Dick A S, Jain A K (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4): 28–36
Richardson P S, Jain A K, Dick A S (1996). Household store brand proneness: A framework. Journal of Retailing, 72(2): 159–185
Rintamaki T, Kanto A, Kuusela H, Spence M T (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1): 6–24
Sayman S, Hoch S J, Raju J S (2002). Positioning of store brands. Marketing Science, 21(4): 378–397
Sethuraman R, Cole C (1999). Factors influencing the price premiums that consumers pay for national brands over store brands. Journal of Product & Brand Management, 8(4): 340–351
Sirgy M S, Samli A C (1985). A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of Academy of Marketing Science, 13(3): 265–291
Sivakumar K, Rai S P (1997). Quality tier competition: How price change influences brand choice and category choice. Journal of Marketing, 61(3): 71–84
Smith J B, Colgate M (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice, 15(1): 7–23
Sprotta D E, Shimp T A (2004). Using products sampling to augment the perceived quality of store brands. Journal of Retailing, 80(4): 305–315
Steiner R L (2004). The nature and benefits of national brand/private label competition. Review of Industrial Organization, 24(2): 105–127
Szybillo G J, Jacoby J (1974). Intrinsic versus extrinsic cues as determinants of perceived product quality. Journal of Applied Psychology, 59(February): 74–78
Yang Z L, Peterson R T (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10): 799–818
白 长虹, 刘 炽 (Bai Changhong, Liu Chi) (2002). 服务企业的顾客忠诚及其决定因素研究 (Customer loyalty and its determinants for service firms). 南开管理评论, 5(6): 64–69
符 国群 (Fu Guoqun) (2001). 西方零售商品牌给制造商带来的机会和挑战 (Opportunity and challenge brought by the producer of the western retail brands). 南开管理评论, 4(2): 48–50
黄 劲松, 赵 平, 王 高, 陆 奇斌 (Huang Jinsong, Zhao Ping, Wang Gao, Lu Qibin) (2004). 基于顾客角度的市场占有率研究 (Market share research based on customer orientation). 中国管理科学, (2): 95–1
江 明华, 郭 磊 (Jiang Minghua, Guo Lei) (2003). 商店形象与自有品牌感知质量的实证研究 (An empirical study of store image and private brand’s perceived quality). 经济科学, (4): 119–128
李 飞, 程 丹 (Li Fei, Cheng Dan) (2006). 西方零售商自有品牌理论研究综述 (A summary of research on retailers’ private brand theory in the west). 北京工商大学学报 (社会科学版), (1): 1–5
陆 娟 (Lu Juan) (2005). 服务忠诚驱动因素与驱动机理: 基于国内外相关理论和实证研究的系统分析 (Driving factors and mechanism of service loyalty: An systemic analysis based on theories and empirical studies at home and abroad). 管理世界, (6): 107–125
汪 旭晖 (Wang Xuhui) (2006). 中国零售商自有品牌实施的难点及对策 (Difficulties confronting the development of Chinese retailers’ private brand and the countermeasures). 经济与管理, 20(5): 59–62
汪 纯孝, 韩 小芸, 温 碧燕 (Wang Chunxiao, Han Xiaoyun, Wen Biyan) (2003). 顾客满意感与忠诚感关系的实证研究 (An empirical study of the relationship between customer satisfaction and loyalty). 南开管理评论, (4): 70–74
王 新新, 杨 德锋 (Wang Xinxin, Yang Defeng) (2007). 自有品牌与零售商竞争力研究 (Study on the private brand and the sustained competitive advantage of the retail company). 哈尔滨商业大学学报 (社科版), (6): 94–97
许 云莲, 蒋 青云 (Xu Yunlian, Jiang Qingyun) (2007). 消费者对大卖场自有品牌的偏好及其影响因素: 基于上海市场的实证研究 (Consumers preferences to private brand of supermarket and influencing factors: An empirical research in Shanghai). 市场营销导刊, (1): 14–17
杨 德锋, 王 新新 (Yang Defeng, Wang Xinxin) (2007). 零售商自有品牌感知质量的形成与提升研究 (The forming and increasing of the retail store brands perceived quality: Based on the cues). 消费经济, (6): 68–71
Author information
Authors and Affiliations
Corresponding author
Additional information
__________
Translated from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2008, 4(1): 69–85
Rights and permissions
About this article
Cite this article
Yang, D., Wang, X. The effects of 2-tier store brands’ perceived quality, perceived value, brand knowledge, and attitude on store loyalty. Front. Bus. Res. China 4, 1–28 (2010). https://doi.org/10.1007/s11782-010-0001-7
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11782-010-0001-7