Do Store Brands Aid Store Loyalty?
研究自有品牌忠诚度与商店忠诚度之间的关系，发现两者呈稳健正相关，且商店关闭时高自有品牌忠诚度的家庭更少流失，支持自有品牌的差异化作用。
Do store brands aid store loyalty by enhancing store differentiation or merely draw price-sensitive customers with little or no store loyalty? This paper seeks to answer this question by empirically investigating the relationship between store brand loyalty and store loyalty. First, we find a robust, monotonic, positive relationship between store brand loyalty and store loyalty by using multiple loyalty metrics and data from multiple retailers and by controlling for alternative factors that can influence store loyalty. Second, we take advantage of a natural experiment involving a store closure and find that the attrition in chain loyalty is lower for households with greater store brand loyalty prior to store closure. Together, our results are consistent with evidence for the store differentiation role of store brands. This paper was accepted by J. Miguel Villas-Boas, marketing.