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| Author: | Walsh, G. Mitchell, V-W. |
| Title: | Consumers' intention to buy private label brands revisited |
| Journal: | Journal of General Management
2010 : SPRING, VOL. 35:3, p. 3-24 |
| Index terms: | brands consumers prices RETAILING |
| Freeterms: | private label brands |
| Language: | eng |
| Abstract: | Retailers use private label brands in many countries to differentiate assortment and price. Private label brands are brands sold under retailers' own labels. Private label brands enjoy growing popularity and they are increasing in both their quantity and quality. One shortcoming of previous research is that it focuses on price as the dominant driver of buying intentions. This article proposes a new model that explains intention to buy private label brands. The research hypotheses are tested against empirical data from two surveys. The results indicate that the predictive power of the consumer perceived value is greater than other independent variables previously examined. Contrary to previous work, brand consciousness and attitude toward private labels have little effect. |
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