Loyalty to the retailer versus loyalty to the retail brand

Private labels have become an integral part of the product range in the Austrian food retail sector. Originally offered only in the form of low-priced private labels there are now also other forms in the mid- and high-price ranges that offer good quality. Private labels are intended to fulfil certain objectives and functions for the company. One objective is customer loyalty. Loyal customers bring a company various advantages. However numerous factors influence consumers such as the characteristics of the place of purchase the market the purchasing situation and the individuals themselves. The retail company therefore attempts to control certain influencing factors and derive customer loyalty tools from them. Private labels are one such tool. Private labels are therefore intended to influence customers to remain loyal to a company. However this book specifically examines the reverse perspective of this relationship namely the role that consumers' existing loyalty to a food retailer plays in their purchase of private labels.