human resource productivity
Journal of Business Research 67 (2014) 667–672
Contents lists available at ScienceDirect
Journal of Business Research
Relationship marketing management: Its importance in private label extension☆
Maria José Miquel-Romero a,⁎, Eva María Caplliure-Giner a,⁎, Consolación Adame-Sánchez b a b
Department of Marketing, Juan José Renau Piqueras, University of Valencia, Av. Tarongers s/n, 46022 Valencia, Spain
Department of Business Management, Juan José Renau Piqueras, University of Valencia, Av. Tarongers s/n, 46022 Valencia, Spain
a r t i c l e
i n f o
Article history:
Received 1 April 2013
Received in revised form 1 October 2013
Accepted 1 November 2013
Available online 26 December 2013
Keywords:
Relationship marketing
Private label
Trust
Commitment
Experience
Loyalty
a b s t r a c t
Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that customer experience, satisfaction, trust, and commitment to private labels play an important role in customer loyalty toward private labels in convenience goods, increasing consumers' propensity to buy private labels in new categories such as durable goods. Generating trust and commitment, which ultimately result in loyalty, is therefore a strategic goal and a source of longterm profitability for retailers.
© 2013 Elsevier Inc. All rights reserved.
1. Introduction
Retailers are aware that a strong brand is a source of competitive advantage for any company. In recent years, private labels (PLs) are becoming very important for retailers as a means
Contents lists available at ScienceDirect
Journal of Business Research
Relationship marketing management: Its importance in private label extension☆
Maria José Miquel-Romero a,⁎, Eva María Caplliure-Giner a,⁎, Consolación Adame-Sánchez b a b
Department of Marketing, Juan José Renau Piqueras, University of Valencia, Av. Tarongers s/n, 46022 Valencia, Spain
Department of Business Management, Juan José Renau Piqueras, University of Valencia, Av. Tarongers s/n, 46022 Valencia, Spain
a r t i c l e
i n f o
Article history:
Received 1 April 2013
Received in revised form 1 October 2013
Accepted 1 November 2013
Available online 26 December 2013
Keywords:
Relationship marketing
Private label
Trust
Commitment
Experience
Loyalty
a b s t r a c t
Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that customer experience, satisfaction, trust, and commitment to private labels play an important role in customer loyalty toward private labels in convenience goods, increasing consumers' propensity to buy private labels in new categories such as durable goods. Generating trust and commitment, which ultimately result in loyalty, is therefore a strategic goal and a source of longterm profitability for retailers.
© 2013 Elsevier Inc. All rights reserved.
1. Introduction
Retailers are aware that a strong brand is a source of competitive advantage for any company. In recent years, private labels (PLs) are becoming very important for retailers as a means