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<p>The growing share of private label brands (PLBs) has intensified competition with national brands and rival retailers, making PLB loyalty a strategic driver for retailers’ success. This study investigates PLB loyalty drivers by applying both sufficiency and necessity analyses to survey data from 479 French consumers across four major retail chains. We use combined Importance-Performance Map Analysis (cIPMA), which integrates IPMA and Necessary Condition Analysis (NCA), within PLS-SEM. Results reveal that price sensitivity, brand insensitivity, store trust, and perceived PLB-NB indifference are necessary preconditions for PLB loyalty. However, reducing perceived PLB-NB gaps and ensuring price affordability emerge as top managerial priorities. Store trust emerges as a pivotal enabler of loyalty, requiring retailers to maintain credibility and consumer confidence. Notably, brand insensitivity operates as necessary but not sufficient. A minimum level of detachment from national brands is required for loyalty to emerge, but higher levels do not further strengthen loyalty. This research contributes by integrating sufficiency and necessity perspectives into PLB loyalty modeling and by showing how cIPMA can translate analytical results into actionable retail priorities.</p>

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Beyond sufficiency: identifying must-have and should-have drivers of private label brand loyalty

  • 期刊论文

  • 发表日期：

    2026年5月26日

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  • Sedki Karoui,
  • Samy Belaid,
  • Dorsaf Fehri

摘要

The growing share of private label brands (PLBs) has intensified competition with national brands and rival retailers, making PLB loyalty a strategic driver for retailers’ success. This study investigates PLB loyalty drivers by applying both sufficiency and necessity analyses to survey data from 479 French consumers across four major retail chains. We use combined Importance-Performance Map Analysis (cIPMA), which integrates IPMA and Necessary Condition Analysis (NCA), within PLS-SEM. Results reveal that price sensitivity, brand insensitivity, store trust, and perceived PLB-NB indifference are necessary preconditions for PLB loyalty. However, reducing perceived PLB-NB gaps and ensuring price affordability emerge as top managerial priorities. Store trust emerges as a pivotal enabler of loyalty, requiring retailers to maintain credibility and consumer confidence. Notably, brand insensitivity operates as necessary but not sufficient. A minimum level of detachment from national brands is required for loyalty to emerge, but higher levels do not further strengthen loyalty. This research contributes by integrating sufficiency and necessity perspectives into PLB loyalty modeling and by showing how cIPMA can translate analytical results into actionable retail priorities.