Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand

Jérôme Lacoeuilhe (1) , Didier Louis (2) , Cindy Lombart (3)

1 IRG - Institut de Recherche en Gestion
2 LEMNA - Laboratoire d'économie et de management de Nantes Atlantique
3 Audencia Recherche

This research shows that consumers' relationship to terroir store brand, measured through attachment and two facets of brand loyalty (attitudinal and behavioral) is respectively influenced by their perceptions of the product, retailer and store. More specifically, the perceived authenticity of the products of the terroir store brand and its perceived value have a positive and significant influence on the attachment and behavioral loyalty of the regular buyers of this store brand and a positive and significant influence on the attachment of its occasional buyers. Trust in the retailer has a positive and significant impact on the behavioral loyalty of the regular buyers of this terroir store brand while perceived image of the store has only a positive and significant impact on the attitu-dinal loyalty of its occasional buyers.

Mots clés: Trust; Image; Store brand; Authenticity; Terroir; Attachment; Loyalty

Domaines: Gestion et management

Jérôme Lacoeuilhe, Didier Louis, Cindy Lombart. Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand. Journal of retailing and consumer services, 2017, 39, pp.43-53. ⟨10.1016/j.jretconser.2017.07.002⟩. ⟨hal-01672920⟩