Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market |
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| Authors: | Mbaye Fall Diallo |
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| Institution: | 1. Department Management & Human Resources, University Tenaga Nasional, Pahang Malaysia;2. School of Business and Law, PTPL College, Pulau Pinang Malaysia;1. Department of Business Administration, Technological Educational Institute of Thessalia, Larissa, Greece;2. Department of Logistics Management, Technological Educational Institute of Sterea Ellada, Thiva, Greece;1. Winchester Business School, University of Winchester, United Kingdom;2. Edinburgh Business School, Heriot Watt University, United Kingdom |
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| 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. |
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