The relationship between brand loyalty, store loyalty and performance in the retail food sector - A causal-analytical analysis using the example of premium store brands.

The authors of this paper examine the relationship between brand loyalty, store loyalty and performance. Although both academics and practicioners are very much interested in an analysis of the interrelations, these constructs have not yet been examined in a closed causal model. The findings of the analysis are based on a poll of 307 consumers of a retail company. In order to show the contribution of these sonsumers to the profits, the poll data was linked with shopping basket information from the polled consumers. The study was carried out using products of a newly launched premium store brand. In this way, this study can not only be used to answer open questions on the relationship of the mentioned constructs, but also derive statements on the success potentials of premium store brands....