Trust transfer, price fairness and brand loyalty: the moderating influence of private label product type

Purpose This study aims to examine the moderating role of private label product type (organic vs non-organic) on the relationships between trust transfer, price fairness, perceived value and brand loyalty. Design/methodology/approach The empirical data were gathered with the structured questionnaire from two groups of respondents who had previously purchased organic and conventional private label products. The direct, mediating and moderating...