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The effects of 2-tier store brands’ perceived quality, perceived value, brand knowledge, and attitude on store loyalty

Frontiers of Business Research in China volume 4, pages 1–28 (2010)Cite this article

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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Authors and Affiliations

  1. School of Management, Jinan University, Guangzhou, 510632, China

    Defeng Yang

  2. School of International Business Administration, Shanghai University of Finance and Economics, Shanghai, 200433, China

    Xinxin Wang

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  1. Defeng Yang
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  2. Xinxin Wang
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Correspondence to Defeng Yang.

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Translated from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2008, 4(1): 69–85

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Yang, D., Wang, X. The effects of 2-tier store brands’ perceived quality, perceived value, brand knowledge, and attitude on store loyalty. Front. Bus. Res. China 4, 1–28 (2010). https://doi.org/10.1007/s11782-010-0001-7

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  • DOI: https://doi.org/10.1007/s11782-010-0001-7

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