Research output: Working paper
Research output: Working paper
}
TY - UNPB
T1 - Constructing 'loyalty' to low-cost own label as a market defense mechanism: the case of food retailing in Britain
AU - Hallsworth, A
AU - Jackson, P
AU - de Kervenoael, R F
AU - Perez del Aguila, R
AU - Clarke, I M
PY - 2004
Y1 - 2004
N2 - 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
AB - 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
KW - Own label
KW - customer loyalty
KW - locality
KW - consumer behavior
M3 - Working paper
T3 - Marketing Working Paper Series
BT - Constructing 'loyalty' to low-cost own label as a market defense mechanism: the case of food retailing in Britain
PB - The Department of Marketing
CY - Lancaster University
ER -