Behavioural loyalty towards store brands

Abstract

This paper applies a consumer brand choice model to measure store brand (SB) loyalty. The aim of this paper is to examine whether SB loyalty is different across categories, and we focus on risk perception as an explanatory variable. The model is estimated using ACNielsen Spanish household scanner panel data on two laundry detergent categories over a 2 year period for more than 1107 households. Loyalty, price, socio demographics and shopping behaviour variables are included. The discrete choice model formulation is the logit model