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The Effects of 2-tier Store Brands’ Perceived
Quality, Perceived Value, Brand Knowledge, and Attitude on Store Loyalty |
| Defeng Yang1, Xinxin Wang 2, |
| 1.School of Management,
Jinan University, Guangzhou 510632, China ; 2.School of International
Business Administration, Shanghai University of Finance and Economics,
Shanghai 200433, China; |
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Abstract This paper divides store brands into generic ones versus individual ones. Accordingly, two types of store brand loyalty are discussed, namely general versus individual brand loyalty. It also analyzes perceptions of 2-tier store brands in terms of perceived quality and value, and explores the respective effects of consumer knowledge and brand attitude on store loyalty. Results show that both low-priced and medium-priced store brands are able to build individual store brand loyalty and store loyalty among customers. Managerial implications are also provided.
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Issue Date: 05 March 2010
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