<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.</p></abstract>

The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data...

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

Published Online: Mar 31, 2020

Page range: 1 - 16

DOI: https://doi.org/10.2478/mmcks-2020-0001

Keywords
Brand image, Brand loyalty, Brand commitment, National brand, Private label brand

© 2020 Adi Alić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

Published Online: Mar 31, 2020

Page range: 1 - 16

DOI: https://doi.org/10.2478/mmcks-2020-0001

KeywordsBrand image, Brand loyalty, Brand commitment, National brand, Private label brand

© 2020 Adi Alić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Brand image, Brand loyalty, Brand commitment, National brand, Private label brand