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

被引：144

作者：

Bao, Yongchuan ^{[1
]}

Bao, Yeqing ^{[2
]}

Sheng, Shibin ^{[3
]}

机构：

[1] Suffolk Univ, Sawyer Business Sch, Boston, MA 02108 USA

[2] Univ Alabama, Coll Business Adm, Huntsville, AL 35806 USA

[3] Adelphi Univ, Sch Business, Garden City, NY 11530 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2011年 / 64卷 / 02期

关键词：

Private brands; Store image; Product signatureness; Quality variation; Quality perception; Purchase intention; NATIONAL BRAND; CONSUMER; PRICE; PERCEPTIONS; INFORMATION; EXTENSIONS; SUCCESS; LABELS; NAME;

D O I：

10.1016/j.jbusres.2010.02.007

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2010 Elsevier Inc. All rights reserved.

引用

页码：220 / 226

页数：7

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