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Single-brand retailers: Building brand loyalty in the off-line environment

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  • Jones, Robert
  • Kim, Youn-Kyung

Abstract

This article examines retail branding in the single-brand retail environment. Single-brand retailers sell only private label brands, which are generally the name of the store. The foundation of this research is based on prior calls in the literature to examine private label and retail branding. This article examines the role of self- and social-identification and affiliation with a brand community and the effect of brand community on loyalty. The results indicate that self-identification positively impacts social-identification, which positively impacts brand community, which is found to have a positive impact on brand loyalty.

Suggested Citation

  • Jones, Robert & Kim, Youn-Kyung, 2011. "Single-brand retailers: Building brand loyalty in the off-line environment," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 333-340.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:4:p:333-340
    DOI: 10.1016/j.jretconser.2011.02.007
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    9. Hwang, Syjung & Lee, Minyoung & Park, Eunil & del Pobil, Angel P., 2021. "Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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