Trust-building in PLB and Retailers personality

Document Type : Research Paper

Author

Associate Professor, Institute for Management and Planning Studies (IMPS )

10.22051/bmr.2024.44802.2502

Abstract

Abstract
Developing solutions for the retail industry has created new debates in the marketing literature. One of these challenging issues is offering store brand (SB) or private label products. The development of private labels, which are usually used for fast-moving goods with low cost, is affected by the retailer's brand and can affect it. However, in the real world, only some retailers have been able to deliver a different brand personality with this approach or maintain the optimistic view of customers over time. The results of this study, using a survey approach, show that the attitude towards the private label affects the retailer's personality and, ultimately, the customers' belonging to the store. Also, the findings confirm the effectiveness of customer loyalty based on the association type of the retailer's personality. The development of this phenomenon requires consideration of the fit with the store brand and the retailer's position in the minds of customers and the market. This study's findings help better understand the theoretical dimensions of this phenomenon and how to apply it in the retail industry.

Keywords

Main Subjects


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