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

Yongchuan Bao, Yeqing Bao and Shibin Sheng

Journal of Business Research, 2011, vol. 64, issue 2, 220-226

Abstract: 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.

Keywords: Private; brands; Store; image; Product; signatureness; Quality; variation; Quality; perception; Purchase; intention (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (43)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:2:p:220-226

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