Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029421 | Journal of Retailing and Consumer Services | 2009 | 10 Pages |
Abstract
To make informed private label (PL) strategy decisions, retailers must understand the factors influencing consumer's brand choices. Previous PL studies have investigated grocery products, and ignored unique features of different types of own brands. We investigate attitudes towards buying a retailer-endorsed brand, or store brand (SB), in apparel retailing. Customers of a Finnish department store were surveyed. Data were analysed using Structural Equation Modelling (SEM). Perceived value and quality of SB apparel appear to be the main drivers of purchase intentions. Perceived risk reduces SB value and purchase intentions. Store image affects purchase intentions indirectly, by reducing perceived risk and increasing SB quality perceptions.
Keywords
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Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Veronica Liljander, Pia Polsa, Allard van Riel,