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| Author: | Garretson, J. A. Fisher, D. Burton, S. |
| Title: | Antecedents of private label attitude and national brand promotion attitude: similarities and differences |
| Journal: | Journal of Retailing
2002 : SUMMER, VOL. 78:2, p. 91-99 |
| Index terms: | Products Brands Product image |
| Language: | eng |
| Abstract: | A model that addresses the similarities and differences in conceptual antecedents of attitudes toward private label grocery products and national brand promotions is proposed and tested. The model is tested using a sample of 300 consumers who were recruited from grocery stores, provided behavioral data from sales receipts of their shopping trip, and responded to a survey that contained multi-item construct measures. The authors find thatboth price and nonprice related construcs impact both private label attitude and national brand promotion attitude, but the directionality and strength of several of these relationships differ. |
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