Effects of Determinants of Attitude toward Private Label Brands on Behavioral Loyalty

Abstract

This study examines the effect of attitude toward private label brands on the behavioral loyalty of Carrefour customers.
An online questionnaire was conducted among 370 Carrefour consumers, enabling us to draw the following conclusions: there is a significant positive relationship between attitude towards private labels and its determinants (price sensitivity, trust in the retailer, and smart shopper feeling) and a significant negative relationship (sensitivity to manufacturer brands). In addition, the relationship between attitudes towards private label products and behavioral loyalty was confirmed.