| Author: | Mieres, C. Martin, A. Gutierrez, J. |
| Title: | Antecedents of the difference in perceived risk between store brands and national brands |
| Journal: | European Journal of Marketing
2006 : VOL. 40:1/2, p.61-82 |
| Index terms: | risk management consumer behaviour brands |
| Language: | eng |
| Abstract: | This study analyzes the effects that a set of variables related to purchasing behavior has on the difference in perceived risk between store brands and national brands. The findings of the study indicate that the most relevant variables in explaining the difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and confidence in the extrinsic attributes of the product to assess its quality. |
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