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Emotional Value and Brand Attachment Towards Private Label Brands: The Influence on Value Cocreation Behaviour and Customer Engagement

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Gulbin Durmaz

    (Middlesex University London)

  • T. C. Melewar

    (Middlesex University London)

  • Charles Dennis

    (Middlesex University London)

  • Athina Dilmperi

    (Middlesex University London)

Abstract

Private label brands exhibit notable success, demonstrating gains in categories such as beauty, pet, home cleaning supplies, vitamins and supplements, and oral care. Furthermore, due to the improved reputation and increased consumer perception of private label brands, they are no longer seen as basic consumer products. Previous literature has identified one key factor contributing to their success, their ability to provide more affordable prices. Researchers so far have delved into different facets of private label brands, however, there is still a dearth of published research exploring the complex interplay between retailers and their customers. This includes investigations into customers’ emotional processing, their behaviour in co-creating value, and their overall engagement with the retailer. Following this, this paper seeks to establish a research agenda regarding the impact of emotional value and brand attachment on value co-creation behaviour and engagement of private-label customers.

Suggested Citation

  • Gulbin Durmaz & T. C. Melewar & Charles Dennis & Athina Dilmperi, 2024. "Emotional Value and Brand Attachment Towards Private Label Brands: The Influence on Value Cocreation Behaviour and Customer Engagement," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Nicoletta Occhiocupo & José Luis Ruiz-Real (ed.), Advances in National Brand and Private Label Marketing, pages 29-35, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-69192-8_3
    DOI: 10.1007/978-3-031-69192-8_3
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