Cue Diagnosticity and Product Evaluation: Effect of Brand Name, Store Brands Knowledge and Store Loyalty on Store Brands Perceived Quality

Based on cue diagnosticity, this article classifies cues into accumulative cues and intuitive cues according to whether consumers need high level knowledge of the cues when the cues play important roles. And then develop a multi-cues model which is at different levels of accumulative cues, intuitive cues have different diagnosis. By the experimental design of 3 (brand name) x2 (store loyalty)x 2 (store brands knowledge) x 3 (price cue), this article explains why store brands use store name as store brand name, consumers with higher brand knowledge or high store loyalty all have higher store brands purchase intent. This article finds that using store name as store brand name, consumers with higher brand knowledge or high store loyalty, the level of accumulative cues is high, the intuitive cues, e. g. price or package, have high diagnosis. This article thinks the reason why those consumers with high store brands purchase intent is that those consumers achieve higher store brands perceived quality.