The paper investigates the influence that customer loyalty towards the private label and towards the retailer exerts on the purchase of non-traditional products and services (NTPS) offered by grocery retailers through their private label.
Two-hundred and forty UK retail customers completed a questionnaire. Data were processed applying a binary logistic regression, using the buying of at least one NTPS as the dependent variable (1= buy; 0= No buy). Results show that cognitive loyalty to the private label and behavioural loyalty to the retailer positively predict the buying of NTPS, cognitive loyalty to the retailer brand plays a negative predictive role and behavioural loyalty to the private label is not significant
