Determinants of Consumer Evaluations for Private Label Brands
This research aims to investigate the integrating effects of product characteristics, consumer characteristics, and store characteristics on consumer evaluations of private label brands (PLB). The results show that category risk and its antecedents negatively affect purchase intention of PLB. Quality variance and manufacturing difficulty affect perceived quality of PLB. Extrinsic cue reliance negatively affect purchase intention of PLB. Category risk attenuates the positive effect of price consciousness on purchase intention of PLB.
KeywordsPrivate label brands (PLB) Category risk Extrinsic cue reliance Price consciousness Service quality Store types
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