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Do Private Labels Generate Loyalty? Empirical Evidence for German Frozen Pizza

Author

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  • Wettstein, Nadine
  • Brosig, Stephan
  • Glauben, Thomas
  • Hanf, Jon Henrich
  • Loy, Jens-Peter

Abstract

The increase in private labels within the food retailing industry and retailers' high expenditures for establishing them raise a central question: Do consumers really consider private labels "real" brands and do they develop loyalty towards them? We analyse a four-year household panel data set of frozen pizza purchases of 14,000 households in Germany to study differences in consumers' repurchasing behaviour between national brands and private labels. We consider dynamic aspects of repurchase behaviour as well as household characteristics applying a hazard approach. Our results show differences between national brands and private labels.

Suggested Citation

  • Wettstein, Nadine & Brosig, Stephan & Glauben, Thomas & Hanf, Jon Henrich & Loy, Jens-Peter, 2009. "Do Private Labels Generate Loyalty? Empirical Evidence for German Frozen Pizza," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 12(4), pages 1-16, November.
    • Handle: RePEc:ags:ifaamr:92572
    DOI: 10.22004/ag.econ.92572
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    Cited by:

    1. Empen, Janine & Loy, Jens-Peter & Weiss, Christoph R., 2011. "Price Promotions and Brand Loyalty: Empirical Evidence for the German Breakfast Cereals Market," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114341, European Association of Agricultural Economists.

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