Consumer identification with store brands: Differences between consumers according to their brand loyalty

Abstract

Retail management of store brands (SBs) has focused on achieving positioning in value and creating associations of smart or expert shopping. The result is that value-conscious consumers and market mavens are the main targets of these brands. This study proposes and contrasts empirically a theoretical model of the effect of market mavenism and value consciousness on consumer identification with SBs. We also perform a multi-group analysis based on the consumer tendency to be loyal to the brands he or she buys. Consumers who are loyal to brands are very attractive segments for firms, due to the potential benefits these consumers represent in the long term, whereas consumers with little loyalty to brands can be an attractive segment for potential benefits in the short term. The results obtained in this study show differences between these two groups. For consumers who are loyal to brands, the results stress strong identification with the SB among the most value-conscious consumers, due fundamentally to their greater disagreement with the greater functional risk of these brands as compared to manufacturer brands and due to their greater conviction of the better price-quality ratio of SBs. In consumers with little brand loyalty, we find identification with the SB among the consumers with the greatest market mavenism, as a result of their greater perception of smart or expert shopping for these brands. Significant implications for management are derived from this study.

Filling some gaps in market mavenism research

“…It appears that mavenism is positively associated with frugal tendencies. This finding is consistent with a recent study of mavenism that shows that they view themselves as value seekers and smart shoppers (Rubio et al ., ). The third hypothesis, that market mavenism is negatively correlated with brand loyalty, was also supported by a correlation coefficient of −0.24 ( P < .01).…”

Batik Gumelem Banjarnegara Sebagai Pembentuk Identifikasi Merek Konsumen

“…Hal ini sangat penting bagi manajer pemasaran dan peneliti dalam memahami dinamika diri, makna simbolik barang, dan peran yang dimainkan oleh merek (Kuenzel dan Halliday, 2010). Individu menggunakan suatu merek untuk menciptakan dan mengkomunikasikan konsep dirinya (Rubio et al,2015).…”

“…Identifikasi pada merek merupakan suatu konstruk multidimensional yang terdiri dari kognitif, afektif, dan evaluatif. Identifikasi pada merek didefinisikan sebagai kesesuaian antara citra diri dengan suatu merek atau adanya keterlibatan konsumen pada merek (Rubio et al,2015). Akar konseptual identifikasi merek konsumen terletak pada teori identitas sosial, bahwa konsep diri terdiri atas identitas dan identitas sosial (So et al,2017).…”

Anticipated Regret in the Purchase of Secondhand and Counterfeit Product

“…Both types of purchases actually are risky for consumers. Consumer risk refers to the expectation of a particular outcome or a possible negative event (Rubio et al 2015). In purchasing decisions, consumers are basically exposed to functional, financial, psychological, and social risks (Dowling & Staelin, 1994;Pelaez et al, 2019).…”