Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation

This study examines the effects of intangible extrinsic cues on consumer quality perception and purchase intention of private brands. We find that store image and product signatureness enhance quality perception and purchase intention of private brands while quality variation reduces both outcomes....

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Bibliographic Details
Published inJournal of business research Vol. 64; no. 2; pp. 220 - 226
Main Authors Bao, Yongchuan, Bao, Yeqing, Sheng, Shibin
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.02.2011
Elsevier
Elsevier Sequoia S.A
SeriesJournal of Business Research
Subjects
Brand image
Brands
Consumer behavior
Consumer behaviour
Consumer preferences
House brands
Impact analysis
Motivation
Perception
Perceptions
Private brands
Private brands Store image Product signatureness Quality variation Quality perception Purchase intention
Product quality
Product signatureness
Purchase intention
Quality perception
Quality variation
Store image
Studies
Quality perception
Private brands
Quality variation
Purchase intention
Store image
Product signatureness
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Summary:This study examines the effects of intangible extrinsic cues on consumer quality perception and purchase intention of private brands. We find that store image and product signatureness enhance quality perception and purchase intention of private brands while quality variation reduces both outcomes. All effects of the three extrinsic cues on purchase intention are partially mediated by quality perception. In addition, consumer value consciousness strengthens the relationship between quality perception and purchase intention of private brands.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2010.02.007