Re-thinking the relationship between store brand attitude and store brand loyalty: a simultaneous approach

Abstract

Academic attention to the relationship between store brand attitude and store brand loyalty is insufficient. Our paper fills this research gap by proposing and testing a theoretical model that demonstrates a reciprocal and mutually-reinforcing relationship between store brand attitude and store brand loyalty. The literature review identifies independent variables as potential predictors of both characteristics. We apply a two stages least squares model to data that come from a survey of Spanish households. The findings corroborate some of the propositions of the conceptual model: the reciprocal relationship between the two dependent variables; the influence of risk, deal proneness, price and value consciousness and extrinsic and intrinsic cues on store brand attitude; and the influence of exploration, deal proneness, store loyalty, store brand trust and store brand affective commitment on store brand loyalty.

Keywords:

• store brand
• attitude
• loyalty
• 2SLS

Acknowledgments

This research was carried out within the framework of two research projects: ‘Orientación emprendedora e innovación: información, flexibilidad y mercados (INNOGROUP-CM’ (SEM2007/HUM0413) and ‘Relationship Marketing: from brand equity to customer equity’ funded by the Spanish Ministerio de Educación y Ciencia (ECO2008-00488). The authors would especially like to thank Kusum Ailawadi for the several suggestions that have vastly improved the paper.