Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores
The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary da...
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doaj-bc1453a11c93444a87ca5a2db14d496b2021-09-06T19:22:34ZengSciendoManagement şi Marketing2069-88872018-03-0113174876010.2478/mmcks-2018-0003mmcks-2018-0003Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery storesBhat Ishfaq Hussain0Singh Sapna1University of Hyderabad, Hyderabad, IndiaUniversity of Hyderabad, Hyderabad, IndiaThe present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary data was collected from 350 consumers, from different stores in India selling PL products. The theoretical model was analyzed using SEM. The findings of the study reflect that an inverse relationship between PL usage and SL. However, the presence of utilitarian shopping value reverses this into a positive linkage between PL usage and SL. This finding reflects some intriguing ramifications for retailers and corporate. For instance, evolving and aligning different marketing strategies help the retailers in creating the necessary USV so as to create shopping involvement that may help retailers to upgrade their SL in a favourable manner over the long term. Earlier research has not examined the involvement of PL items from the viewpoint of shopping value. Subsequently, this paper endeavours to examine the regulating effect of shopping value on the PL consumption and SL.https://doi.org/10.2478/mmcks-2018-0003store loyaltyprivate labelshopping valueutilitarian valuehedonic value |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Bhat Ishfaq Hussain Singh Sapna |
spellingShingle |
Bhat Ishfaq Hussain Singh Sapna Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores Management şi Marketing store loyalty private label shopping value utilitarian value hedonic value |
author_facet |
Bhat Ishfaq Hussain Singh Sapna |
author_sort |
Bhat Ishfaq Hussain |
title |
Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores |
title_short |
Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores |
title_full |
Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores |
title_fullStr |
Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores |
title_full_unstemmed |
Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores |
title_sort |
examining the moderating effect of shopping value on private-label and loyalty in indian grocery stores |
publisher |
Sciendo |
series |
Management şi Marketing |
issn |
2069-8887 |
publishDate |
2018-03-01 |
description |
The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary data was collected from 350 consumers, from different stores in India selling PL products. The theoretical model was analyzed using SEM. The findings of the study reflect that an inverse relationship between PL usage and SL. However, the presence of utilitarian shopping value reverses this into a positive linkage between PL usage and SL. This finding reflects some intriguing ramifications for retailers and corporate. For instance, evolving and aligning different marketing strategies help the retailers in creating the necessary USV so as to create shopping involvement that may help retailers to upgrade their SL in a favourable manner over the long term. Earlier research has not examined the involvement of PL items from the viewpoint of shopping value. Subsequently, this paper endeavours to examine the regulating effect of shopping value on the PL consumption and SL. |
topic |
store loyalty private label shopping value utilitarian value hedonic value |
url |
https://doi.org/10.2478/mmcks-2018-0003 |
work_keys_str_mv |
AT bhatishfaqhussain examiningthemoderatingeffectofshoppingvalueonprivatelabelandloyaltyinindiangrocerystores AT singhsapna examiningthemoderatingeffectofshoppingvalueonprivatelabelandloyaltyinindiangrocerystores |
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