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

Author

Listed:
  • Sedki Karoui
  • Azza Temessek Behi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie))

  • Dorsaf Fehri
  • Samy Belaid

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Jérôme Lacoeuilhe

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

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

  • Sedki Karoui & Azza Temessek Behi & Dorsaf Fehri & Samy Belaid & Jérôme Lacoeuilhe, 2024. "Predicting label brand loyalty: A comparison of two models using a partial least square-structural equation modeling," Post-Print hal-04627509, HAL.
    • Handle: RePEc:hal:journl:hal-04627509
    DOI: 10.1016/j.jretconser.2024.103852
    as

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