search query: @author Dick, A. / total: 6
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| Author: | Richardson, P. S. Jain, A. K. Dick, A. |
| Title: | Household store brand proneness: a framework. |
| Journal: | Journal of Retailing
1996 : Summer VOL. 72:2, p. 159-185 |
| Index terms: | BRANDS RETAILING RETAIL LOCATION |
| Language: | eng |
| Abstract: | This paper augments prior research by building an integrated framework within which to view private brand proneness. Factors found to influence store brand proneness included familiarity with store brands, the extent to which consumers rely on extrinsic cues such as price and packaging to judge product quality, intolerance for ambiguity, perceived quality variation between national and store brand products, perceived risk, perceived value for money, income and family size. The resluts suggest that consumers' negative perceptions of store brands are driven primarily by the poor quality image of these products. Implications for marketing strategy are presented. |
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