Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market

Mbaye Fall Diallo

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 3, 360-367

Abstract: Several factors have been underlined to explain store brands' (SBs) purchase behavior. This research investigates jointly the effect of store image perceptions, SB price-image and perceived risk toward SBs on SB purchase intention in the context of an emerging market (Brazil). Data were collected from a consumer survey with 379 respondents randomly selected. Structural equation modeling was used to test the hypothesized relationships. Our results show that store image perceptions and SB price-image influence significantly SB purchase intention directly or indirectly via the effect of perceived risk toward SBs. These findings are discussed and their theoretical and managerial implications are provided.

Keywords: SB purchase intention; Store image; SB price-image; Perceived risk; Brazil (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (52)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:3:p:360-367

DOI: 10.1016/j.jretconser.2012.03.010

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