What Are the Main Levers to Convert Occasional and Non-buyers into Regular Buyers of Private-Label Brands?

被引：0

作者：

Belaid, Samy ^{[1
]}

Karoui, Sedki ^{[2
]}

Lacoeuilhe, Jerome ^{[3
]}

Fehri, Dorsaf ^{[4
]}

机构：

[1] EM Normandie Business Sch, Metis Lab, Le Havre, France

[2] Sfax Univ, Mkt, Lab Rech Mkt, Sfax, Tunisia

[3] Univ Paris Est Creteil, IUT Senart Fontainebleau, Fontainebleau, Irg, France

[4] Mkt Consultant, Paris, France

来源：

ADVANCES IN NATIONAL BRAND AND PRIVATE LABEL MARKETING | 2023年

关键词：

Private Label Brand; Attitude; Trust; Occasional Buyers; NATIONAL-BRAND; STORE BRANDS; CONSUMER; PERCEPTIONS; RETAILER; PRODUCT; LOYALTY; TRUST;

D O I：

10.1007/978-3-031-32894-7_2

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study aims to identify the determinants of purchasing private label brands (PLBs) by non-buyers and occasional buyers. This study aims to identify levers that may raise the purchasing rate of non and occasional Private Label Brands (PLBs) buyers. We conducted online quantitative research with 151 customers from a panel attending one of the French retail chains. In addition, we used PLS-SEM to test the research model. The findings show that attitude toward PLBs plays a central role in converting non and occasional PLBs buyers into more regular buyers. Furthermore, theoretical contributions and managerial implications are developed.

引用

页码：13 / 22

页数：10

共 4 条

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[4] Private-label grocery buyers' donation intentions and trust in CRM campaigns: an empirical analysis by employing social identity theory
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