<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary data was collected from 350 consumers, from different stores in India selling PL products. The theoretical model was analyzed using SEM. The findings of the study reflect that an inverse relationship between PL usage and SL. However, the presence of utilitarian shopping value reverses this into a positive linkage between PL usage and SL. This finding reflects some intriguing ramifications for retailers and corporate. For instance, evolving and aligning different marketing strategies help the retailers in creating the necessary USV so as to create shopping involvement that may help retailers to upgrade their SL in a favourable manner over the long term. Earlier research has not examined the involvement of PL items from the viewpoint of shopping value. Subsequently, this paper endeavours to examine the regulating effect of shopping value on the PL consumption and SL.</p></abstract>

The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary data was collected from 350 consumers, from different stores in India selling PL products. The theoretical model was analyzed using SEM. The findings of the study reflect that an inverse relationship between PL usage and SL. However, the presence of utilitarian shopping value reverses this into a positive linkage between PL usage and SL. This finding reflects some intriguing ramifications for retailers and corporate. For instance, evolving and aligning different marketing strategies help the retailers in creating the necessary USV so as to create shopping involvement that may help retailers to upgrade their SL in a favourable manner over the long term. Earlier research has not examined the involvement of PL items from the viewpoint of shopping value. Subsequently, this paper endeavours to examine the regulating effect of shopping value on the PL consumption and SL.

Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic...

Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores

Published Online: Mar 20, 2018

Page range: 748 - 760

DOI: https://doi.org/10.2478/mmcks-2018-0003

Keywords
Store Loyalty, Private Label, Shopping Value, Utilitarian Value, Hedonic value

© 2018 Ishfaq Hussain Bhat et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores

Published Online: Mar 20, 2018

Page range: 748 - 760

DOI: https://doi.org/10.2478/mmcks-2018-0003

KeywordsStore Loyalty, Private Label, Shopping Value, Utilitarian Value, Hedonic value

© 2018 Ishfaq Hussain Bhat et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Store Loyalty, Private Label, Shopping Value, Utilitarian Value, Hedonic value