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

Chatzipanagiotou, K. , Gounaris, S. and Pantouvakis, A. (2014) 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. In: 43rd European Marketing Academy Conference (EMAC), Valencia, Spain, 3-6 Jun 2014, p. 126.

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.

• Item Type: Conference Proceedings
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Chatzipanagiotou, Dr Kalliopi
• Authors: Chatzipanagiotou, K., Gounaris, S., and Pantouvakis, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management

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