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.
Original languageEnglish
Publication statusPublished - Jun 2014
Event43rd EMAC Annual Conference - Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
http://www.emac2014.eu/

Conference

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

Keywords

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

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