What Are the Main Levers to Convert Occasional and Non-buyers into Regular Buyers of Private-Label Brands? - Normandie Université Accéder directement au contenu
Proceedings/Recueil Des Communications Année : 2023

What Are the Main Levers to Convert Occasional and Non-buyers into Regular Buyers of Private-Label Brands?

Résumé

This study aims to identify the determinants of purchasing private label brands (PLBs) by non-buyers and occasional buyers. This study aims to identify levers that may raise the purchasing rate of non and occasional Private Label Brands (PLBs) buyers. We conducted online quantitative research with 151 customers from a panel attending one of the French retail chains. In addition, we used PLS-SEM to test the research model. The findings show that attitude toward PLBs plays a central role in converting non and occasional PLBs buyers into more regular buyers. Furthermore, theoretical contributions and managerial implications are developed. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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Dates et versions

hal-04458203 , version 1 (14-02-2024)

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Citer

S. Belaid, S. Karoui, Jérôme Lacoeuilhe, D. Fehri. What Are the Main Levers to Convert Occasional and Non-buyers into Regular Buyers of Private-Label Brands?. 10th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2023, Springer Nature, pp.13-22, 2023, 21987246 (ISSN); 9783031328930 (ISBN). ⟨10.1007/978-3-031-32894-7_2⟩. ⟨hal-04458203⟩
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