Springer Proceedings in Business and Economics Advances in National Brand and Private Label Marketing . Eight International Conference , 2021 Francisco J. Martínez-López • Juan Carlos Gázquez-Abad Editors

Abstract. Theglobalpandemichasreshapedthescenarioformarketingorgani- zations across several industries, as the former apparently represents one of the most remarkable environmental changes in modern marketing history, with rele- vant consequences on consumer behaviour. Overall, the latter had more time at home, which resulted in new habits and new opportunities of engagement. In this context it is becoming more and more important to study the relationship between the magnitude of brand loyalty and store loyalty as PLs enhance customer store loyalty. PLs have been able to build brand equity throughout their development, with considerable differences across product categories. The aim of the paper is to analyse the components of Private Label equity and the positive relation between PL loyalty and store loyalty: PLs enhance customer store loyalty, setting the basis for further research in this field. Higher level of PL brand equity reduces the price competition between PLs and NBs and enhances their differentiation, which allows more market power for both.