Customers' comparative loyalty to retail and manufacturer brands

S. Allen Broyles (California State University, Fullerton, California, USA)
Robert H. Ross (Wichita State University, Wichita, Kansas, USA)
Donna Davis (Texas Tech University, Lubbock, Texas, USA)
Thaweephan Leingpibul (Western Michigan University, Kalamazoo, Michigan, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 31 May 2011



Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors.


The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses.


The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s).

Research limitations/implications

Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail sites. The samples had relatively high disposable incomes.

Practicable implications

The study found that retailers may need dissimilar marketing strategies for customers loyal to manufacturer brands and customers loyal to retail brands.


The study provides new and empirical insight into the ongoing debate of the comparative importance of manufacturer and retail brands.



Allen Broyles, S., Ross, R., Davis, D. and Leingpibul, T. (2011), "Customers' comparative loyalty to retail and manufacturer brands", Journal of Product & Brand Management, Vol. 20 No. 3, pp. 205-215.

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