Attitude, Quality and Satisfaction Toward Distributor Brands in Durable Goods: The Influence of Consumers’ Price Consciousness
This study analyzes how consumers’ general attitude towards distributor brands, the perception held by the individual on the quality differences between distributor and manufacturer brands, as well as the anticipated satisfaction with the product are key variables for explaining the intention to purchase durable goods with distributor brands. As a significant contribution the influence of consumers’ price consciousness as a moderating variable is tested.
KeywordsDistributor brand Attitude Price consciousness Durable goods Anticipated satisfaction
The previous version was revised for Rajeev Batra, Professor of Marketing, University of Michigan, USA.
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