Effects of product quality certification on quality perceptions of stores' own brands

Hsuan-Hsuan Ku, Po-Jen Wang and Chien-Chih Kuo

The Service Industries Journal, 2010, vol. 32, issue 5, 807-820

Abstract: Retail stores' own brands offer an alternative to national brands, but a perception of inferior quality deters potential purchasers. This study investigates the role of third-party quality certification labels in overcoming that weakness. Data collected from 268 mall shoppers in Taiwan revealed for two distinct household products that quality certification significantly enhanced perceptions of the quality of the store brands and had relatively little influence on the perceived quality of the national brands. Managerial implications are discussed, and fruitful directions for future research suggested.

Date: 2010
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DOI: 10.1080/02642069.2010.531119

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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