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

S. Belaid (1) , A.T. Behi (2) , D.F. Belaid , J. Lacoeuilhe (3)

1 Métis Lab EM Normandie
2 IHEC - Institut des hautes études commerciales (Carthage, Tunisie)
3 IUTSF - IUT Sénart-Fontainebleau

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. © 2019, Springer Nature Switzerland AG.

Mots clés: Behavioral loyalty to store brands,Store brands,Trust in a store,Trust in store brand

Domaines: Gestion et management

S. Belaid, A.T. Behi, D.F. Belaid, J. Lacoeuilhe. Do We Build Store Loyalty Through Store Brands or Store Brands Through Store Loyalty?. 6th International Conference on Advances in National Brand and Private Label Marketing (NB and PL 2019), Jun 2019, Barcelona, Spain. pp.73-82, ⟨10.1007/978-3-030-18911-2_10⟩. ⟨hal-04470115⟩