This paper aims to analyse whether the customer satisfaction of private labels arising from the experience, trust and commitment of the brand are favouring loyalty from a perspective of relationship Marketing and, consequently, the acceptance of the brand in supermarkets, in the city of Campina Grande, Paraíba. The study was cross-sectional and it was conducted through a field research with 823 customers. The analysis of the measurement instruments took place with exploratory factor analysis and the validation of the reliability was based on Cronbach’s alpha factor. Conforming to the results, the proper management of private label products favours the acceptance of these products to the consuming public as it corroborates the customer maturity, making them experienced in buying private label products.
Aaker, DA; (2011), “Relevância de marca: como deixar seus concorrentes para trás”, Porto Alegre: Bookman.
Ashworth, L., Dacin, P.; Thomson, M. (2009), “Why on earth do consumers have relationships with marketers?” Toward understanding the functions of brand relationships. In MACINNIS, D. J., PARK, C. W. & PRIESTER, J. R. Handbook of Brand Relationships. New York: M.E. Sharpe Inc, pp.82-106.
Associação Brasileira De Marcas Próprias E Terceirização (ABMAPRO). Anuário Brasileiro de Marcas Próprias - Nielsen, 2015. Disponível em:
Batra, R.; Sinha, I. (2000), “Consumer-level factors moderating the success of private label brands”. Journal of Retailing, v. 76, n. 2, p. 175-191.
Berry, LL, Parasuraman, A. (1991). “Marketing services. Competing through quality.” New York: The Free Press, Macmillan, Inc.
Castelo, JSF; Cabral, JEO; Coelho, AFM. (2016), “Análise Comparativa dos Antecedentes e das Dimensões do Brand Equity entre Marcas de Fabricantes de Alimentos e Marcas Próprias de Supermercado”, Brazilian Bussines Review . v.13, n.1 Vitória-ES, Jan.- Fev. p. 71 – 94
Chaudhuri, A.; Holbrook, MB. (2001). “The chain of ejects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing, v. 65, p. 81-93.
Cooper, DR.; Schindler, PS; (2003), “Métodos de pesquisa em Administração”, 7. ed. Porto Alegre: Bookman.
Do vale, RC, Matos, PV, Caiado, J. (2016), “The impact of private labels on consumer store loyalty: an integrative perspective”, Journal of Retailing and Consumer Services. Volume 28, January, Pages 179–188.
Field, A; (2009), “Descobrindo a Estatística usando o SPSS”, 2. ed. Porto Alegre: Artmed.
Fornell, C; Johnson, MD; Anderson, EW.; Cha, J; Bryant, BE. (1996), “The American customer satisfaction index: nature, purpose, and findings”, Journal of Marketing, v. 60, p. 7-18, October.
Garbarino, E; Johnson, MS. (1999). “The different roles of satisfaction, trust, and commitment in customer relationships”, Journal of Marketing, v. 63, n. 2, p. 70-87.
Gil, A; (1999), “Métodos e Técnicas de Pesquisa Social” 5. ed. São Paulo, Atlas.
Gooner, RA; Nadler, SS. (2012), “Abstracting empirical generalizations from private label brand research”, The Journal of Marketing Theory and Practice, v. 20, n. 1, p. 87-104.
Grossman, RP. (1998), “Developing and managing effective consumer relationships”, Journal of Product and Brand Management, v. 7, n. 1, p. 27-40.
Pek, I; Aşkin, N; İlter, B. (2016), “Private label usage and store loyalty: The moderating impact of shopping value”, Journal of Retailing and Consumer Services. Volume 31, July 2016, Pages 72–79.
Lassus, CD; Freire, A. (2014), “Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis”, Journal of Retailing and Consumer Services, 21 (1), pp. 61–68
Lee, HJ; Kang, MS. (2012), “The effect of brand experience on brand relationship quality”, Academy of Marketing Studies Journal. Jan2012, Vol. 16 Issue 1, p87
Martos-partal, M. (2012), “Innovation and the market share of private labels”; Journal of Marketing Management, 28(5-6), 695-715.
Miquel-Romero, MJ; Caplliure-Giner, EM; Adame-Sánchez, C. (2014), “Relationship marketing management: Its importance in private label extension”, Journal of Business Research 67 - 667–672.
Moorman, C; Zaltman, G; Deshpandé, R. (1992), “Relationships between providers and users of market research: The dynamics of trust within and between organizations”, Journal of Marketing Research, v. 29, p. 314-328, August.
Newman, JW; Werbel, RA. (1973), “Multivariate Analysis of Brand Loyalty for Major Household Appliances”, Journal of Marketing Research, v. 10, nov.
Nielsen (2014), “The State of Private Label around the World-Whereit’s Growing, Where it’s Notand What the Future Holds”, 〈http://www.nielsen.com/content/ dam/nielsenglobal/kr/docs/global-report/2014/Nielsen%20Global%20Private% 20Label%20Report%20November%202014.pdf〉, acesso em 15.11.16.
Oliver, RL. (1999), “Whence consumer loyalty?”, Journal of Marketing, v. 63, p. 33-44 (Special issue).
Pepe, MS; Abratt, R; Dion, P. (2011), “The impact of private label brands on customer loyalty and product category profitability” Journal of Product and Brand Management, v. 20, n. 1, p. 27-36.
PLMA. PLMA news, 2014. Disponível em: <http://www.plmainternational.com>. Acesso em: 01 fev. 2015.
Polo Peña, AI.; Frías Jamilena, DM.; Rodríguez Molina, MA. (2016), “The Effect of Customer Orientation on Smaller Sized Service Firms and on the Market: A Multilevel Application Embracing Firms and Customers”, Journal of Small Business Management, Vol. 54, Issue 2, pp. 566-581.
Rahman, M. (2014), “Differentiated brand experience in brand parity through branded branding strategy”, Journal of Strategic Marketing, 22(7), 603–615.
Ravald, A; Grönross, C. (1996), “The value concept and relationship marketing”, European Journal of Marketing, v. 30, n. 2, p. 19-30, 1996.
Reczek, RW; Haws, KL, Summers, CA. (2014), “ Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly Determined Marketing Outcomes”, Journal Of Consumer Research, 41(4), 1065-1077.
Reinartz, WJ; Kumar, V. (2000), “On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing”, Journal of Marketing, v. 64, p. 17-35, Oct.
Semeijn, J; Van Riel, ACR.; Ambrosini, AB. (2004), “Consumer evaluations of store brands: Effects of store image and product attributes”, Journal of Retailing and Consumer Services, v. 11, n. 4, p. 247-258.
Sheth, JN; Parvatlyar, A. (1995), “Relationship marketing in consumer markets: Antecedents and consequences”, Journal of the Academy of Marketing Science, v. 23, n. 4, p. 255-271.
Sindicato do Comércio Varejista de Gêneros Alimentícios de São Paulo – SINCOVAGA – (2015), “Pesquisa revela que consumidor tenta manter fidelidade às marcas”, São Paulo. Disponível em: <http://www.dcomercio.com.br/categoria/negocios/pesquisa_revela_que_consumidor_tenta_manter_fidelidade_as_marcas>. Acesso em: 08 abr. 2015.
Sirohi, N; Mclaughlin, EW; Witink, DR. (1988), “A model of consumer perceptions and store loyalty intentions for a supermarket retailer”, Journal of Retailing, v. 74, n. 2, p. 223-245.
Schmitt, B. (2012), “The consumer psychology of brands”, Journal of Consumer Psychology, 22(1), 7–17.
Seenivasan, S; Sudhir, K; Talukdar, D. (2015), “Do store brands aid store loyalty?” Manag. Sci., 1–15.
Sethuraman, R; Gielens, K. (2014), “Determinants of store brand share”, J.Retail.90 (2), 141–153.
Spreng, RA; Mackenzie, SB; Olshavsky, RW. (1996), “A reexamination of the determinants of consumer satisfaction”, Journal of Marketing, v. 60, p. 15-32, Jul.
Steenkamp, JEM; Dekimpe, MG. (1997), “The increasing power of store brands: Building loyalty and market share”, Long Range Planning, v. 30, n. 6, p. 917–930.
Taylor, SA; Hunter, A. (2003), “An exploratory investigation into the antecedentes of satisfaction, brand attitude, and loyalty within the (B2B) e CRM Industry”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, v. 16, p. 19-35.
Tildesley, AE; Coote, LV. (2009), “This brand is me: a social identity based measure of brand identification”, Advances in Consumer Research, 36: 627-628
Yu, Y; Dean, A. (2001), “The contribution of emotional satisfaction to consumer loyalty”, International Journal of Service Industry Management, v. 12, n. 3/4, p. 234-251.
Zhan, L; He, Y. (2012), “Understanding luxury consumption in China: Consumer perceptions of best-known brands”, Journal of Business Research, 65, 1452–1460.
Zielke, S; Dobbelstein, T. (2007), “Customers' willingness to purchase new store brands”, The Journal of Product and Brand Management, v. 16, n. 2, p. 112–121.