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Effects of Social Influence on Satisfaction with PL Brands in Thailand

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Book cover National Brands and Private Labels in Retailing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Food retailers have been expanding rapidly in Asian countries, yet may face unexpected problems with consumer acceptance due to cultural differences. Collectivist culture and extended families imply it is likely there are more people in the shopping group, and the importance of face and status may lead to higher social risk in regards to buying private label (PL) brands. This study finds that social risk has a negative effect on satisfaction, while PL familiarity has a positive effect, and to a lesser degree perceived quality variation and price consciousness.

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Author information

Authors and Affiliations

  1. College of Management, Mahidol University, Bangkok, Thailand

    Randall Shannon

Authors
  1. Randall Shannon
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Correspondence to Randall Shannon .

Editor information

Editors and Affiliations

  1. Department of Economy and Business, University of Almeria Faculty of Business and Economics, Almeria, Spain

    Juan Carlos Gázquez-Abad

  2. Dept. Business Administration, University of Granada Business School, Granada, Spain

    Francisco J. Martínez-López

  3. Estudios de Economía y Empresa, Open University of Catalonia, Barcelona, Spain

    Irene Esteban-Millat

  4. Facultad de Ciencias Sociales, Universidad Castilla la Mancha, Cuenca, Spain

    Juan Antonio Mondéjar-Jiménez

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Shannon, R. (2014). Effects of Social Influence on Satisfaction with PL Brands in Thailand. In: Gázquez-Abad, J., Martínez-López, F., Esteban-Millat, I., Mondéjar-Jiménez, J. (eds) National Brands and Private Labels in Retailing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-07194-7_13

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