Quality assurance labels as drivers of customer loyalty in the case of traditional food products

被引:37
作者
Chrysochou, Polymeros [1 ,2 ]
Krystallis, Athanasios [1 ]
Giraud, Georges [3 ]
机构
[1] Aarhus Univ, Dept Business Adm, MAPP, Aarhus, Denmark
[2] Univ S Australia, Sch Mkt, Ehrenberg Bass Inst Mkt Sci, Adelaide, SA 5001, Australia
[3] AgroSup Dijon, Social Sci & Humanities Dept, Dijon, France
关键词
Designation of origin labels; Quality assurance labels; Loyalty; Polarisation; Scanner data; BUYING INTENTION; DIRICHLET; MODEL; BRANDS; DEVIATIONS; ATTRIBUTES; BEHAVIOR; REGION; ORIGIN;
D O I
10.1016/j.foodqual.2012.02.013
中图分类号
TS2 [食品工业];
学科分类号
0832 ;
摘要
This paper examines the role of quality assurance labels as drivers of customer loyalty in the case of traditional food products. More specifically, it investigates whether quality assurance labels, such as the Designation of origin labels (DOLs), perform as better drivers of loyalty in comparison to other brand-related attributes, such as price and brand type, and if brands carrying a DOL exhibit higher loyalty levels in comparison to brands that do not carry any DOL label. Scanner data were collected from a panel of 789 French customers recording purchases over a year within a traditional food product category. The polarisation index phi (phi) was used as a measure of loyalty. The findings show that in comparison with other extrinsic product attributes, DOLs constitute less important drivers of loyalty. However, brands carrying a DOL in comparison to brands that do not carry any DOL label exhibit higher levels of loyalty. The findings provide useful directions for the implementation of marketing strategies and management of product portfolios of product categories in which the marketing mix is often built on product attributes other than the brand name. (C) 2012 Elsevier Ltd. All rights reserved.
引用
收藏
页码:156 / 162
页数:7
相关论文
共 38 条
  • [1] Private-Label Use and Store Loyalty
    Ailawadi, Kusum L.
    Pauwels, Koen
    Steenkamp, Jan-Benedict E. M.
    [J]. JOURNAL OF MARKETING, 2008, 72 (06) : 19 - 30
  • [2] Is your brand's loyalty too much, too little, or just right?: Explaining deviations in loyalty from the Dirichlet norm
    Bhattacharya, CB
    [J]. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 1997, 14 (05) : 421 - 435
  • [3] Corsi A.M., 2010, EVOLUTION RELATIONSH
  • [4] Council Regulation (EEC), 1992, PROT GEOGR IND DES O
  • [5] Dick AS., 1994, J ACAD MARKET SCI, V22, P99, DOI [10.1177/0092070394222001, DOI 10.1177/0092070394222001]
  • [6] Dimara E., 2003, European Journal of Marketing, V37, P690, DOI [DOI 10.1108/03090560310465099, 10.1108/03090560310465099]
  • [7] MODEL OF MULTI-BRAND BUYING
    EHRENBERG, ASC
    GOODHARDT, GJ
    [J]. JOURNAL OF MARKETING RESEARCH, 1970, 7 (01) : 77 - 84
  • [8] Ehrenberg ASC, 2004, J BUS RES, V57, P1307, DOI 10.1016/j.jbusres.2002.11.001
  • [9] Espejel J., 2007, Managing Service Quality, V17, P681, DOI DOI 10.1108/09604520710835000
  • [10] Consumer satisfaction A key factor of consumer loyalty and buying intention of a PDO food product
    Espejel, Joel
    Fandos, Carmina
    Flavian, Carlos
    [J]. BRITISH FOOD JOURNAL, 2008, 110 (8-9): : 865 - 881