The Buying of Own Labels

Abstract

Do consumers buy own labels differently from the branded goods of manufacturers? Contrary to some of the beliefs currently held in the trade, own labels are found to be bought much like brands, and loyalty is only slightly above average. Usually, own labels are just one item in a repertoire: consumers will buy other brands, they will buy at other stores, and they will buy the own labels of other stores.

Understanding brand performance measures: using Dirichlet benchmarks

“…This was probably due to their inherent nonavailability in other chains, as was tested in two ways: by grouping PLs together as a megabrand and by analyzing a PL within its own store chain. In the outcome, private labels seemed to show normal repeat-buying loyalty (see Uncles and Ellis, 1989;Bound and Ehrenberg, 1997), but more work is needed.…”

Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA

“…Uncles & Ellis, 1989). Ongoing consumer propensity to buy a brand is integral to current and future sales revenue and profits.…”

The Relationship between Store Brand and Customer Loyalty in Retailing in Malaysia

“…However, there are certain authors claim that store brand does not impose any relationship to loyalty especially in store branding products. According to them, people tend to purchase store brand products due to its lower price and not because they are loyal to that brand (Steenkamp & Dekimpe, 1997;Uncles & Ellis, 1989). Corstjens & Lal (2000) noted, during economy downturn, most of consumers are prefer to choose store brand due to its slightly lower price.…”

“…Based on Steenkamp and Dekimpe (1999), Uncles and Ellis (1989) and Corstjens and Lal (2000), customers more prefer to purchase store brand since it offers lower price and usually they not loyal to one brand. However, through our findings, this statement is wrong since we have found that there are other elements potentially influence customer loyalty towards store brand as discussed above.…”