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Retail brands (RBs) have become a strategic feature of the grocery industry. Their role in building consumer loyalty is usually taken for granted and yet has not been completely identified. The purpose of this paper is to raise the question of the relationship between RBs and store loyalty.

Correlations, simple and multiple regressions were carried out, and the mediating and moderating nature of two variables was verified according to Baron and Kenny's recommendations.

The results show that the increase in RB satisfaction and loyalty influences store loyalty, and that attitude toward RB products has a moderating effect on the relationships between RB satisfaction and loyalty. They also show that this moderating influence is greater for an identifiable retail brand than for an unidentifiable retail brand.

Further research would consist in probing the relationship between a customer and different types of RBs. It would be appropriate to assess this relationship by pinning down the influence of product categories and working in other psychological variables like attachment, trust or price sensitivity as well as behavioral data.

These findings highlight the value of consumer RB satisfaction and loyalty, and suggest that managers develop marketing insights to enhance the loyalty‐building capacity of their own brands, by specifically addressing whether or not these are clearly identified as brands of a store.

The idea of analyzing the influence of RBs on store loyalty using three classic dimensions of brand management (satisfaction, loyalty, and attitude) yet untapped in the specific case of RBs, and distinguishing between two specific types of RBs.

The purpose of this article is to analyze the symbolic and practical impacts of demateriality in two areas that are emblematic of the way the modern world operates. Firstly, finance via currency, and secondly, trade via the relationship between trading firms and their customers. The article also addresses the current role played by so-called “information” technologies, exploring the double embedding of society within trade and trade within finance.

A multidisciplinary approach which mobilizes available knowledge in finance, technology, marketing and sociology.

The overall social power of the state of demateriality is that it reinforces the double-embedding.

A multidisciplinary approach which mobilizes available knowledge in finance, technology, marketing and sociology to comprehend the role of a state, beyond the process creating that state.

The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity.

A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand.

Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity.

Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value.

This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.