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Influence of consumer perceptions of private label brands on store loyalty – evidence from Indian retailing

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  • Sanjeevni Gangwani
  • Meenu Mathur
  • Sana Shahab

Abstract

In India growth of private label brands corresponds with the increasing share of organized retailing. The consumer perceptions of private label apparel brands of retail department stores have been examined by means of structural equation modelling approach. The model illustrates the influence of consumer perceptions towards private label familiarity, affective perception, perceived quality, perceived value, and perceived risk perceptions including functional risk, financial risk, and social risk perceptions on store loyalty. The study found that favourable consumer perceptions of apparel private label brands of retail department stores significantly influence the consumer to be loyal to the store. It implies that retailers wishing to boost loyalty to their store should formulate appropriate private label brand strategies so as to solicit favourable perceptions towards their store’s private label offerings.

Suggested Citation

  • Sanjeevni Gangwani & Meenu Mathur & Sana Shahab, 2020. "Influence of consumer perceptions of private label brands on store loyalty – evidence from Indian retailing," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1751905-175, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1751905
    DOI: 10.1080/23311975.2020.1751905
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    Cited by:

    1. Sheikh Basharul Islam & Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2021. "Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach," FIIB Business Review, , vol. 10(2), pages 133-145, June.
    2. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski, 2020. "Towards Sustainable Private Labels—What is the Consumer Behavior Relating to Private Labels in the UK and Poland?," Sustainability, MDPI, vol. 12(15), pages 1-18, July.
    3. Sbonelo Gift Ndlovu & Shalen Heeralal, 2023. "Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, January.
    4. Pérez-Santamaría, Samanta & Martos-Partal, Mercedes, 2021. "Analyzing the effects of private-label supplier disclosure on retailer image," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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