Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1018510 | Journal of Business Research | 2011 | 7 Pages |
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
Yongchuan Bao, Yeqing Bao, Shibin Sheng,