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Constructing 'loyalty' to low-cost own label as a market defense mechanism: the case of food retailing in Britain

Research output: Working paper

Published
  • A Hallsworth
  • P Jackson
  • R F de Kervenoael
  • R Perez del Aguila
  • I M Clarke
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Abstract

The paper shows how consumer 'loyalty' is developed locally over time and space. By charting developments in UK food retailing and inviting comparisons with North America, the paper argues that own labels have been used in Britain to defend major store investments in that more highly regulated environment. Drawing off results from a major new long-term (20 years plus) study of retail change and consumer behaviour in a typical UK location, we demonstrate how multiple variants on own label have been developed - and used strategically to 'construct' loyalty in different consumer groups