A key benefit of private labels for retailers is their potential to
increase customers' store loyalty. However, previous research has not
examined how this relationship varies across customers and situations.
This study contributes to knowledge in this area by developing a
conceptual framework that guides the investigation of the role of four
moderating factors in strengthening the private label brand share-store
loyalty link: (1) customers' price-oriented behavior, (2) degree of
commoditization of the product category, (3) product category
involvement, and (4) the retailer's price positioning. This article
draws on a large-scale empirical study using a household panel and
questionnaire data for 35 diverse fast-moving consumer goods product
categories. The results of this study show that the relationship between
private label share and store loyalty is more complex than previous
research has suggested. Specifically, the private label brand
share-store loyalty link is stronger for customers with high
priceoriented behavior, retailers with a low price positioning, and
product categories that are less commoditized and have relatively higher
involvement. [ABSTRACT FROM AUTHOR]