PBシェアとストア・ロイヤリティの関係

— COVID-19前後の日本市場における変化 —

抄録

The relationship between customers' private brand share and store loyalty has been the subject of many studies in retail marketing. However, much uncertainty still exists regarding this relationship under social changes such as pandemics. This study aims to analyze the longitudinal changes in this relationship and its characteristics across product categories using consumer panel data. Through fixed effect model analysis, we obtain three key findings. Firstly, consistent with previous research, we confirm an inverse U-shaped relationship between customers' private brand share and store loyalty in Japanese data, wherein store loyalty increases up to a certain point of private brand share and then decreases. Secondly, for the food category, store loyalty is more changeable depending on private brand share than other categories. Lastly, during the early stages of the COVID-19 pandemic, store loyalty was higher among those who purchased more private brands in the food category. These findings contribute valuable insights to the development of private brand strategies in retailing.