Adopting a relationship marketing approach in retailing services context in order to explain consumers' intention to re-purchase PLBs: a Fuzzy Set Qualitative Comparative Analysis approach

Kalliopi Chatzipanagioti, Spiros Gounaris, Angelos Pantouvakis

Research output: Contribution to conferenceProceeding

Abstract

The present study aims to extend our knowledge regarding consumers’ future behaviour towards Private Label Brands (PLBs) by putting together traditionally price-related factors such as price consciousness and deal-proneness and new explanatory factors such as store image, customers’ satisfaction with PLBs, consumers’ trust in the retailer and retailer’s PLBs. In order to do so, the present study leverages the advantages of the novel Fuzzy Set Qualitative Comparative Analysis (fsQCA) in order to overcome the methodological limitations of the conventional analyses and draw inferences regarding the causal ‘recipes’ underling consumers’ future intentions towards PLBs. The results of the study provide retailers and manufacturers with insights into effective ways to strategically respond to PLBs growth and performance.

Conference

Conference43rd EMAC Annual Conference
CountrySpain
CityValencia
Period3/06/146/06/14
Internet address

Fingerprint

Purchase
Qualitative comparative analysis
Fuzzy sets
Private labels
Retailing
Retailers
Factors
Price consciousness
Inference
Leverage
Consumer trust
Store image
Customer satisfaction

Keywords

  • fsQCA
  • Fuzzy Set Qualitative Comparative Analysis
  • Private Label Brands
  • PLBs
  • consumer behaviour
  • relationship marketing
  • branding

Cite this

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title = "Adopting a relationship marketing approach in retailing services context in order to explain consumers' intention to re-purchase PLBs: a Fuzzy Set Qualitative Comparative Analysis approach",
abstract = "The present study aims to extend our knowledge regarding consumers’ future behaviour towards Private Label Brands (PLBs) by putting together traditionally price-related factors such as price consciousness and deal-proneness and new explanatory factors such as store image, customers’ satisfaction with PLBs, consumers’ trust in the retailer and retailer’s PLBs. In order to do so, the present study leverages the advantages of the novel Fuzzy Set Qualitative Comparative Analysis (fsQCA) in order to overcome the methodological limitations of the conventional analyses and draw inferences regarding the causal ‘recipes’ underling consumers’ future intentions towards PLBs. The results of the study provide retailers and manufacturers with insights into effective ways to strategically respond to PLBs growth and performance.",
keywords = "fsQCA, Fuzzy Set Qualitative Comparative Analysis , Private Label Brands, PLBs, consumer behaviour, relationship marketing, branding",
author = "Kalliopi Chatzipanagioti and Spiros Gounaris and Angelos Pantouvakis",
year = "2014",
month = "6",
language = "English",
note = "43rd EMAC Annual Conference ; Conference date: 03-06-2014 Through 06-06-2014",
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Adopting a relationship marketing approach in retailing services context in order to explain consumers' intention to re-purchase PLBs : a Fuzzy Set Qualitative Comparative Analysis approach. / Chatzipanagioti, Kalliopi; Gounaris, Spiros; Pantouvakis, Angelos.

2014. 43rd EMAC Annual Conference, Valencia, Spain.

Research output: Contribution to conferenceProceeding

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AU - Pantouvakis, Angelos

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KW - branding

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