Understanding PL Purchase Intention in the Context of ‘PL-Only’ Assortments: An Experimental Approach

  • José Luis Ruiz-RealEmail author
  • Juan Carlos Gázquez-Abad
  • Irene Esteban-Millat
  • Francisco J. Martínez-López
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Private label (PL) purchase intention is a powerful predictor of a purchase and can be influenced by a variety of factors. In this paper, we analyse the influence of consumer involvement with a product category, consumer attitude towards a PL, consumer value consciousness and consumer perception of store image on PL purchase intention. Through an experiment based on an online survey administered in Spain, we establish the causal relationships of the structural model using a structural equation methodology. Our findings suggest that in retailers with ‘PL-only’ range, consumer attitude towards the PL and consumer perception of the store image have a direct and positive effect on PL purchase intention. Our findings also suggest that in retailers with ‘PL-only’ range, consumer involvement with the product category and consumer value consciousness are not significantly associated with PL purchase intention. Our findings have important implications for retail management regarding assortment size composition decisions.


Private label Retailing Assortment National brands Intent to purchase 



The authors wish to acknowledge the financial support provided by the Fundación Ramón Areces (Spain).


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • José Luis Ruiz-Real
    • 1
    Email author
  • Juan Carlos Gázquez-Abad
    • 1
  • Irene Esteban-Millat
    • 2
  • Francisco J. Martínez-López
    • 3
    • 4
  1. 1.School of Economics and Business, Agrifood Campus of International Excellence ceiA3University of AlmeríaAlmeríaSpain
  2. 2.School of Economics and BusinessOpen University of CataloniaBarcelonaSpain
  3. 3.Business SchoolUniversity of GranadaGranadaSpain
  4. 4.Marketing GroupOpen University of CataloniaBarcelonaSpain

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