Private label usage and store loyalty: The moderating impact of shopping value

İpek İ., Askin N., İlter B.

JOURNAL OF RETAILING AND CONSUMER SERVICES, vol.31, pp.72-79, 2016 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 31
  • Publication Date: 2016
  • Doi Number: 10.1016/j.jretconser.2016.03.011
  • Journal Name: JOURNAL OF RETAILING AND CONSUMER SERVICES
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.72-79
  • Keywords: Private label usage, Store loyalty, Utilitarian shopping value, Hedonic shopping value, BEHAVIORAL INTENTIONS, CONSUMER, SATISFACTION, PERCEPTIONS, PERSONALITY, CONSUMPTION, BRANDS, PRICE, PERFORMANCE, PATRONAGE
  • Dokuz Eylül University Affiliated: Yes

Abstract

This study endeavours to develop and analyze a conceptual model that sheds light on the moderating impact of utilitarian and hedonic shopping values in determining the relationship between private label usage and store loyalty. In a test with data collected from 267 consumers, conceptual framework was analyzed by using structural equation modeling. The findings reveal that a negative relationship was observed between private label usage and store loyalty. However, utilitarian shopping value converts this existing negative relationship between private label usage and store loyalty into a strong positive association. This study offers such interesting implications for managers that developing marketing strategies oriented to create utilitarian shopping value during the shopping experience may enable retailers to enhance their store loyalty in a positive way in the long run. Prior research has not approached the private label product phenomenon from a shopping value perspective. Hence, this study attempts to measure the moderating impact of shopping value on the linkage between private label usage and store loyalty for the first time. (C) 2016 Elsevier Ltd. All rights reserved.