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| Author: | Burton, S. |
| Title: | A scale measuring attitude toward private label products and an examination of its psychological and behavioral correlates |
| Journal: | Journal of the Academy of Marketing Science
1998 : FALL, VOL. 26:4, p. 293-306 |
| Index terms: | MEASUREMENT PSYCHOLOGY PRIVATE SECTOR |
| Language: | eng |
| Abstract: | A measure of consumers' attitude toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perceptual and sales promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. |
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