Extending the retail brand: the influence of customer loyalty towards the private label and towards the retailer

The paper investigates the influence that customer loyalty towards the private label and towards the retailer exerts on the purchase of non-traditional products and services (NTPS) offered by grocery retailers through their private label. Two-hundred and forty UK retail customers completed a questionnaire. Data were processed applying a binary logistic regression, using the buying of at least one NTPS as the dependent variable (1= buy; 0= No buy). Results show that cognitive loyalty to the private label and behavioural loyalty to the retailer positively predict the buying of NTPS, cognitive loyalty to the retailer brand plays a negative predictive role and behavioural loyalty to the private label is not significant.