Modelling consumer responses to an apparel store brand: Store image as a risk reducer |
| |
| Authors: | Veronica Liljander Pia Polsa Allard van Riel |
| |
| Affiliation: | 1. Department of Marketing, Hanken School of Economics, P.O. Box 479, 00101 Helsinki, Finland;2. HEC-Management School, University of Liege, Boulevard du Rectorat 7 (B31), 4000 Liege, Belgium;1. Marilyn and Leo Corrigan Professor and Chair of Marketing, Edwin L. Cox School of Business, Southern Methodist University, 6212 Bishop Boulevard, Dallas, TX 75205, USA;2. University of North Carolina at Chapel Hill, Campus Box 3490, McColl Building, Chapel Hill, NC 27599-3490, USA;1. Kong-Ju National University, 1 Daehoe-Ri, Yesan-kun, Chungnam 340-720, South Korea;2. Department of Business Administration, Korea University, Sejong Campus, 2511, Sejong-Ro, Sejong City 339-700, South Korea;1. Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;2. Concordia University Research Chair in Consumer Research, Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;1. Audencia Nantes School of Management, Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France |
| |
| 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: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
