Private-label use and store loyalty

Name: Private-label use and store loyalty
Author: Ailawadi, K. L., Pauwels, Koen Hendrik, Steenkamp, J.-B. E. M.

İsim	Private-label use and store loyalty
Yazar	Ailawadi, K. L., Pauwels, Koen Hendrik, Steenkamp, J.-B. E. M.
Basım Tarihi:	2008-11
Basım Yeri	- American Marketing Association
Konu	Private labels, Store brands, Store loyalty, Share of wallet, Simultaneity
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0022-2429
Kayıt Numarası	1ee25adc-2ec2-42fd-887b-f1a06f6cb85d
Lokasyon	Business Administration
Tarih	2008-11
Örnek Metin	The authors develop an econometric model of the relationship between a household’s private-label (PL) share and its behavioral store loyalty. The model includes major drivers of these two behaviors and controls for simultaneity and nonlinearity in the relationship between them. The model is estimated with a unique data set that combinescomplete purchase records of a panel of Dutch households with demographic and psychographic data. The authorsestimate the model for two retail chains in the Netherlands the leading service chain with a well-differentiatedhigh-share PL and the leading value chain with a lower-share PL. They find that PL share significantly affects all three measures of behavioral loyalty in the study: share of wallet, share of items purchased, andshare of shopping trips. In addition, behavioral loyalty has a significant effect on PL share. For the service chain, the authors find that both effects are in the form of an inverted U. For the value chain, the effects are positive and nonlinear, but they do not exhibit nonmonotonicity, because PL share has not yet reached high enough levels. The managerial implications of this research are important. Retailers can reap the benefits of a virtuous cycle; greater PL share increases share of wallet, and greater share of wallet increases PL share. However, this virtuous cycle operates only to a point because heavy PL buyers tend to be loyal to price savings and PLs in general, not to the PL of any particular chain.
DOI	10.1509/jmkg.72.6.19
Cilt	72

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Private-label use and store loyalty

Yazar Ailawadi, K. L., Pauwels, Koen Hendrik, Steenkamp, J.-B. E. M.

Basım Tarihi 2008-11

Basım Yeri - American Marketing Association

Konu Private labels, Store brands, Store loyalty, Share of wallet, Simultaneity

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0022-2429

Kayıt Numarası 1ee25adc-2ec2-42fd-887b-f1a06f6cb85d

Lokasyon Business Administration

Tarih 2008-11

Örnek Metin The authors develop an econometric model of the relationship between a household’s private-label (PL) share and its behavioral store loyalty. The model includes major drivers of these two behaviors and controls for simultaneity and nonlinearity in the relationship between them. The model is estimated with a unique data set that combinescomplete purchase records of a panel of Dutch households with demographic and psychographic data. The authorsestimate the model for two retail chains in the Netherlands the leading service chain with a well-differentiatedhigh-share PL and the leading value chain with a lower-share PL. They find that PL share significantly affects all three measures of behavioral loyalty in the study: share of wallet, share of items purchased, andshare of shopping trips. In addition, behavioral loyalty has a significant effect on PL share. For the service chain, the authors find that both effects are in the form of an inverted U. For the value chain, the effects are positive and nonlinear, but they do not exhibit nonmonotonicity, because PL share has not yet reached high enough levels. The managerial implications of this research are important. Retailers can reap the benefits of a virtuous cycle; greater PL share increases share of wallet, and greater share of wallet increases PL share. However, this virtuous cycle operates only to a point because heavy PL buyers tend to be loyal to price savings and PLs in general, not to the PL of any particular chain.

DOI 10.1509/jmkg.72.6.19

Cilt 72