Influence of manufacturer signature on store brand's loyalty and purchase intention
With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature ...
| Autores: | , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Recursos: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Revista de Administração de Empresas |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/59349 |
| Acesso em linha: | https://periodicos.fgv.br/rae/article/view/59349 |
| Access Level: | acceso abierto |
| Palavra-chave: | Store brand purchase intention loyalty manufacturer retailer Marca del distribuidor intención de compra lealtad fabricante distribuidor Marca própria de varejista intenção de compra lealdade varejista |
| Resumo: | With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature – and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands’ purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands’ purchasing likelihood |
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