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- Title
LES FONDEMENTS PSYCHOLOGIQUES ET RELATIONNELS DES MARQUES DE DISTRIBUTEURS DANS LA DISTRIBUTION ALIMENTAIRE.
- Authors
Binninger, Anne-Sophie
- Abstract
The evolution in retail brands leads stores to give them a strategic role regarding customer loyalty. However, the relationship capacities of these brands remain under-explored, especially if one considers the differences in marketing approach of current retail offers. To this end, several attitudinal and behavioural elements are proposed. They specify how consumer loyalty to a private-label brand is built. A distinction between two categories, store brand and branded private-label, reveals a change in this relationship, and suggests o more segmented customer approach.
- Subjects
CUSTOMER loyalty; BRAND loyalty; BRAND choice; CUSTOMER services; GROCERY industry
- Publication
Décisions Marketing, 2007, Issue 45, p47
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.045.47.57