Do Store Brands Aid Store Loyalty?

• 成果类型: Article
• 署名作者: Seenivasan, Satheesh; Sudhir, K.; Talukdar, Debabrata
• 署名单位: Monash University; Yale University; State University of New York (SUNY) System; University at Buffalo, SUNY
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2014.2133
• 发表日期: 2016
• 页码: 802-816
• 关键词: store brands; private labels; store loyalty; store differentiation; retail competition; premium store brands

摘要

Do store brands aid store loyalty by enhancing store differentiation or merely draw price-sensitive customers with little or no store loyalty? This paper seeks to answer this question by empirically investigating the relationship between store brand loyalty and store loyalty. First, we find a robust, monotonic, positive relationship between store brand loyalty and store loyalty by using multiple loyalty metrics and data from multiple retailers and by controlling for alternative factors that can influence store loyalty. Second, we take advantage of a natural experiment involving a store closure and find that the attrition in chain loyalty is lower for households with greater store brand loyalty prior to store closure. Together, our results are consistent with evidence for the store differentiation role of store brands.