Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029327 | Journal of Retailing and Consumer Services | 2012 | 8 Pages |
Abstract
Several factors have been underlined to explain store brands' (SBs) purchase behavior. This research investigates jointly the effect of store image perceptions, SB price-image and perceived risk toward SBs on SB purchase intention in the context of an emerging market (Brazil). Data were collected from a consumer survey with 379 respondents randomly selected. Structural equation modeling was used to test the hypothesized relationships. Our results show that store image perceptions and SB price-image influence significantly SB purchase intention directly or indirectly via the effect of perceived risk toward SBs. These findings are discussed and their theoretical and managerial implications are provided.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Mbaye Fall Diallo,