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Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling

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  • Karoui, Sedki
  • Behi, Azza Temessek
  • Fehri, Dorsaf
  • Belaid, Samy
  • Lacoeuilhe, Jérôme

Abstract

Previous private label brand (PLB) studies have highlighted models that use store loyalty as a predictor of PLB loyalty. A few studies have identified PLB loyalty as a predictor of store trust. Therefore, this study contrasts two models: the established model that emphasizes the role of PLB loyalty as a consequence of store trust and a second model that makes PLB loyalty an antecedent of store trust. Data were collected from 479 consumers who visited retail chains at least once a month. Partial least squares-structural equation modeling (PLS-SEM) prediction-oriented model selection analysis was used to identify the best model in terms of predictive power. The findings emphasize the role of PLB loyalty more as a consequence than as an antecedent of store trust.

Suggested Citation

  • Karoui, Sedki & Behi, Azza Temessek & Fehri, Dorsaf & Belaid, Samy & Lacoeuilhe, Jérôme, 2024. "Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001486
    DOI: 10.1016/j.jretconser.2024.103852
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