Article ID Journal Published Year Pages File Type
1018510 Journal of Business Research 2011 7 Pages PDF
Abstract

This study examines the effects of intangible extrinsic cues on consumer quality perception and purchase intention of private brands. We find that store image and product signatureness enhance quality perception and purchase intention of private brands while quality variation reduces both outcomes. All effects of the three extrinsic cues on purchase intention are partially mediated by quality perception. In addition, consumer value consciousness strengthens the relationship between quality perception and purchase intention of private brands.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
Authors
, , ,