An Exploratory Study on Private Label Brand Knowledge and Consumer Loyalty

Ching-Wei Ho
(Department of Marketing, Feng Chia University, Taichung, Taiwan)

Abstract: The objective of this research is to assess the relationship between retail private label brand knowledge and loyalty in Taiwan. A questionnaire survey is conducted among 529 customers in Taiwan as the research design. The results of this study indicated that retail PLB awareness and retail PLB image both have a positive effect on consumer retail PLB loyalty. The research finding is one of the first to demonstrate that retail PLB knowledge affect consumer loyalty positively in Taiwan through examining PLB food and non-food products. Retail PLB knowledge must be considered as a ‘whole package’ for developing services marketing effectively.

Key words: private label brand; brand knowledge; brand loyalty; survey, Taiwan

JEL code: M310