Single-brand retailers: Building brand loyalty in the off-line environment

Robert Jones, Youn Kyung Kim

Research output: Contribution to journalArticlepeer-review

33 Scopus citations


This article examines retail branding in the single-brand retail environment. Single-brand retailers sell only private label brands, which are generally the name of the store. The foundation of this research is based on prior calls in the literature to examine private label and retail branding. This article examines the role of self- and social-identification and affiliation with a brand community and the effect of brand community on loyalty. The results indicate that self-identification positively impacts social-identification, which positively impacts brand community, which is found to have a positive impact on brand loyalty.

Original languageEnglish
Pages (from-to)333-340
Number of pages8
JournalJournal of Retailing and Consumer Services
Issue number4
StatePublished - Jul 2011


  • Brand community
  • Brand identification
  • Loyalty
  • Retailing
  • Single-brand retailer


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