- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Relationships between the Effect Factors of Private Brand Images and Customer Trust and Loyalty
Abstract
Purpose - Recently, many large retailers have been frequently purchasing commercial brands. Not only the quality of products purchased but also the brand images are of concern in this process. Based on this rising trend, commercial brands have become an important issue in the retail business world, along with increasing general interest as well. Thus, this study focuses on the factors affecting commercial brand images and clarifies the impact of the resulting factors as well. First, store images and familiarity, price sensitiveness, and knowledge are presented as the effect factors for commercial brands. Second, the study tries to clarify the effect of commercial brand image on the reliability and loyalty of customers. Research design, data, and methodology - To conduct the study methodology, 250 questionnaires were distributed to retailers who have used large discount stores located in Busan to purchase a commercial brand a total of 234 valid questionnaires were used in the final analysis. To verify the hypotheses, a structure equation formula using Amos 20.0 was calculated. First, prior to the verification of hypotheses, the reliability and feasibility of the questions were tested, and as a result, the value of Cronbach's alpha was higher than 0.7, thereby showing reliability. Additionally, for the verification of the feasibility of the questions, a confirmation factor analysis was implemented. Results - First, variances such as store images, familiarity, price sensitivity, and knowledge were presented as the factors of effect on commercial brands. As a result of the hypotheses verification, all the effect factors presented in this study were confirmed as important variables of commercial brand images. The hypotheses were drawn based on the studies relating to existing commercial brands, and thereby, a result similar to previous studies was produced. However, the effect factors of the commercial brand image presented in this study shaped a new study model based on the previous studies. Second, it was found that commercial brand images had positive effects on the reliability and loyalty of customers. This study presented reliability and loyalty as the resulting factors of commercial brand image because they are the most important factors in relation to customer behavior and variables that can suggest marketing points for distribution businesses. Conclusions - This study focused on clarifying the factors that are important effect factors for commercial brand images. As a result, all the hypotheses were confirmed in this study, indicating a meaningful result, and thereby suggesting many points that can be presented to distribution businesses. First, the proper strategies should be developed based on the hypothesis that a store image, the familiarity of customers with brands, and the price sensitiveness and knowledge level of customers have an important effect on the choice of commercial brands. Additionally, the formation of such favorable images will have positive effects not only in terms of customer trust in the commercial brands but also in terms of their loyalty.
- keywords
- Private Brand Image, Store Images, Familiarity, Price Sensitiveness, Knowledge, Trust, Loyalty
Reference
Aaker, D. A. (1991). Managing Brand Equity. N.Y.: The Free Press.
Aaker, D. A. (1996). Building Strong Brand. N,Y.: The Free Press.
Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Purchasing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions. Journal of Marketing, 65(January), 71-89.
Anderson, James C., & Gerbing, David W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
Baltas, G. (1997). Determinant of Store Brand Choice: A Behavioral Analysis. Journal of Product and Management, 6(5), 315-324.
Batra, R., & Shinha, I. (2000). Consumer-Level Factors Moderating the Success of Private Brand Brands. Journal of Retailing, 76(2), 175-191.
Baugh, D. F., & Davis, L. L. (1989). The Effect of Store Image on Consumers’ Perception of Designer and Private Label Clothing. Clothing and Texile Research, 7(3), 120-141.
Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
Bloch, P. H., & Richins, M. L. (1983). A Theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, 47(3), 69-81.
Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A Strategic Commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.
Bridson, K., Evans, J., & Hickman, M. (2007). Assessing the Relationship Between Loyalty Program Attributes, Store Satisfaction and Store Loyalty. Journal of Retailing and Consumer Services, 15(5), 364-374.
Burger, Philip C., & Schott, Barbara (1972). Can Private Brand Buyers Be Identified. Journal of Marketing Research, 10(May), 219-222.
Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J.A. (1998). A Scale for Measuring Attitude Toward Private Label Products and an Examination of Its Psychological and Behavioral Correlates. Journal of the Academy of Marketing Science, 26(4), 293-306.
Bushman, Brad J. (1993). What’s in an Name? The Moderating Role of Public Self Consciousness on the Relation Between Brand Label and Brand Preference. Journal of Applied Psychology, 78(5), 857-861.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chun, Tae-Yoo, Choi, Sang-Beom, & Park, No-Hyun (2014). PB Product Attributes’ Effects on Consumption Emotion, Brand Attitude, and Brand Loyalty in General Supermarkets. Journal of Distribution Science, 12(11), 67-76.
Clemmer, E. C., & Schneider, B. (1996). Fair Service. Advances in Services Marketing and Management: Research and Practice, 5JAL Press. Greenwich. CT, 109-126.
Corstjen, Marcel, & Lal, Rajiv (2000). Building Store Loyalty Through Store Brands. Journal of Marketing Research, 37(3), 281-201.
Delvecchio, D. (2000). Moving Beyond Fit: The Role of Brand Portfolio Characteristics in Consumer Evaluations of Brand Reliability. Journal of Product and Brand Management, 9(7), 457-471.
Dichter, E. (1985). What’s in an Image?. Journal of Consumer Marketing, 2(4), 75-81.
Donald, R. Lichternstein, Bloch, Peter H., & Black, William C. (1988). Correlates of Price Acceptability. Journal of Marketing Research, 15, 243-252.
Doyle, P., & Fenwick, I. (1974). How Store Image Affects Shopping Habits in Grocery Chains. Journal of Retailing, 50(4), 31-47.
Engel, J. F., Blackwell, R. D., & Miniard (1990). Consumer (6th ed.). Hindsdale, IL: The Dryden Press.
Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(2), 1-19.
Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and Price Sensitivity: Managerial, Theoretical, and Methodological Issues. Journal of Product and Brand Management, 6(3), 163-174.
Groznik, Ana & Heese, H. Sebastian (2010). Supply Chain Interactions Due to Store Brand Introductions: The Impact of Retail Competition. European Journal of Operational Research, 203(3), 575-582.
Guenzi, P., Johnson, M. D., Castaldo, S. (2009). A Comprehensive Model of Customer Trust in Two Retail Stores. Journal of Service Management, 20(3), 290-316.
HanKhyre Newpaper, 2014. 7.24. Growing Number of PB, Deepening Manufacturer Worry.
Hwang, Sun-Jin , Sung, Ki-Eun, & Lee, Yun-Kyung (2003). The Influence of Fashion Involvement, Familiarity and Expertise of Negative Information as Moderate Variable on Extended Apparel Brand Evaluation. Journal of the Korean Society of Clothing and Textiles, 27(1), 9-17.
Jin, Chang-Hyun (2011). The Relationship between Consumers Awareness, Image, Perceived Quality toward Private Brand and Brand Loyalty. Journal of Management Association, 24(6), 2341-3480.
Kalra, A., & Goodstein, R. C. (1998). The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity. Journal of Marketing Research, 35(2), 210-224.
Keller, K. L. (2002). Strategic Brand Management. Cliffs, NJ:Prentice-Hall, Inc.
Kim, Doyle, Yeo, Hwa-Young, Lee, Seung-Hee (2011). A Study on Factors Affecting Purchase Intention of Store Brands:Focusing on Relative Difference. Journal of Korean Marketing Management, 16(2), 113-135.
Kim, S. W., & Park, B. J. (2003). A Study on the Price Sensitivity and Post-purchase Satisfaction in Internet Shopping Mall. Journal of the Korean Home Economics Association, 41(9), 69-83.
Kim, Su-Young, Lee, Yu-Ri & Choo, Ho-Jung (2012). Effects of Brand Knowledge and Affect on Brand Choice Confidence of Global Fashion Brands: Moderation Effect of Overseas Residence Experience. Journal of the Korean Society of Clothing and Textiles, 36(8), 837-848.
Lee, Dong Dae (2003). Antecedents of Attitudes Toward Private Brands from the Perspective of Image Congruence. Journal of Korean Distribution Research, 8(1), 21-46.
Lee, Eun Jin (2015). Price Sensitivity, Repurchasing and Switching Intention of Internet Fashion Consumers. Journal of the Korean Society of Clothing and Textiles, 39(1), 106-120.
Lee, Ji-Eun, & Moon, Young-Jun (2009). The Influence of Pricing Strategy on the Consumers’ Brand Extension Evaluation: Focusing on the Interaction Effect with Perceived Brand Fit and Brand Familiarity. Journal of Korean Consumer Research, 20(4), 129-151.
Lim, Youngjin, Choe, Seon Gyeong, & Lee, Jae Eun (2011). A Study on Consumers’ Brand Attitude on Private Brand:The Role of Product Features in Brand Expansion. Journal of Korean Distribution Management, 14(4), 83-102.
Marks, Lawrence J., & Olseon, J. C. (1981). Toward a Cognitive Structure Conceptualization of Product Familiarity. Advances in Consumer Research, 8, 145-150.
Mazursky, D., & Jacoby, J. (1986). Exploring the Development of Store Image. Journal of Retailing, 62(2), 145-165.
Michael, R. H., Dennis, A. K., & Lee, D. D. (2010). Review of Literature-Future Research Suggestions: Private Label Brands: Benefits, Success Factors and Future Research. Brand Management, 17(5), 368-389.
Oxenfeldt, A. R. (1974). Developing a Favorable Price-Quality Image. Journal of Retailing, 50(4), 8-14.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(Spring), 12-40.
Park, Gwi Jeong, Chung, Ki Han, & Park, So Young (2011). The Effect of Channel Equity on Private Brand Image and Purchase Intent. Journal of Koran Distribution Association, 14(5), 27-49.
Park, Gwi Jeong, & Chung, Ki Han (2010). A Study on Strategic Implications of Private Brand: Focusing on Brand Personality. Journal of Korean Distribution Management, 13(4), 29-55.
Park, Hyo Hyun & Jung, Gang Ok (2014). The Influence of Private Brand Name Suggestiveness on Product Evaluation in Product Type: the Moderating Effects on Need for Cognition and Product Knowledge. Journal of Korean Distribution Research, 19(1), 65-99.
Park, Hyun Hee, & Noh, Mi Jin(2012). The Influence of Innovativeness and Price Sensitivity on Purchase Intention of Smart Wear. Journal of the Korean Society of Clothing and Texiles, 36(2), 218-230.
Park, Hyun Hee (2005). The Influence of Brand Previous Knowledge, Previous Brand Attitude, Perceived Quality on VMD Cognition and Attitude. Journal of Korean Society Clothing Industry, 7(5), 519-526.
Pettijohn, L., Mellot, Dougles, & Pettijohn, C. E. (1992). The Relationship Between Retail Image and Brand Image. Psychology and Marketing, 9(july), 311-328.
Reichheld, F. F. (1996). The Loyalty Effect. Harvard Business School Press, Boston, Massachusetts.
Richardson, P. S. Jain, A. K., & Dick, A. S.(1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58, 28-36.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1996). How Consumer Evaluate Store Brands. Journal of Product and Brand Management, 5(2), 19-28.
Richardson, P., Jain, A., & Dick, A. (1996). The Influence of Store Aesthetics on Evaluation of Private Label Brands. Journal of Product and Brand Management, 5(1), 19-26.
Rousseau, D., Sitkin, M., Burt, R., & Camerer, C. (1998). Not So Different After All: A Cross-Discipline View of Trust. Academy of Management Review, 23(3), 393-404.
Shinha, I., & Batra, R. (1999). The Effect of Consumer Price Consciousness on Private Label Purchase. International Journal of Research in Marketing, 16, 237-251.
Shin, Jong Kuk, & Kong, Hye Kyung (2005). The Effects of Store Image on Private Brand Image and Purchase Intentions: Comparison of National Distributors with Local Distributors in Pusan. Journal of Korea Marketing Science Research, 15(2), 49-69.
Soberman, David A. & Parker, Philip (2006). The Economics of Quality-Equivalent Store Brands. International Journal of Research in Marketing, 23(2), 125-139.
Sundel, H. H.(1974). An Experimental Analysis of Consumer Attitude Towards Grocery Products Under Manufacturer’s Brands, Nationally Distributed Private Brands, and Locally Distributed Private Brands. Unpublished Doctoral Dissertation, Saint Louis University.
Whitener, E. M., Brodt, S. E., Korsgaard, M. A., & Werner, J. M.(1998). Managers as Initiators of Trust: An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior. Academy of Management Review, 23(3), 513-530.
Zeithaml, Valarie A., Berry, Leonard, & Parasuraman, A.(1984). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Zimmer, Mary R., & Golden, Linda L.(1988). Impressions of Retail Stores: a Content Analysis of Consumer Images. Journal of Retailing, 63(3), 265-293.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations