Understanding PL Purchase Intention in the Context of ‘PL-Only’ Assortments: An Experimental Approach

José Luis Ruiz-Real (), Juan Carlos Gázquez-Abad (), Irene Esteban-Millat () and Francisco J. Martínez-López ()
Additional contact information
José Luis Ruiz-Real: University of Almería
Juan Carlos Gázquez-Abad: University of Almería
Irene Esteban-Millat: Open University of Catalonia
Francisco J. Martínez-López: University of Granada

A chapter in Advances in National Brand and Private Label Marketing, 2016, pp 103-110 from Springer

Abstract: Abstract Private label (PL) purchase intention is a powerful predictor of a purchase and can be influenced by a variety of factors. In this paper, we analyse the influence of consumer involvement with a product category, consumer attitude towards a PL, consumer value consciousness and consumer perception of store image on PL purchase intention. Through an experiment based on an online survey administered in Spain, we establish the causal relationships of the structural model using a structural equation methodology. Our findings suggest that in retailers with ‘PL-only’ range, consumer attitude towards the PL and consumer perception of the store image have a direct and positive effect on PL purchase intention. Our findings also suggest that in retailers with ‘PL-only’ range, consumer involvement with the product category and consumer value consciousness are not significantly associated with PL purchase intention. Our findings have important implications for retail management regarding assortment size composition decisions.

Keywords: Private label; Retailing; Assortment; National brands; Intent to purchase (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-39946-1_13

Ordering information: This item can be ordered from
http://www.springer.com/9783319399461

DOI: 10.1007/978-3-319-39946-1_13

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().