عنوان انگلیسی مقاله:

Store brands’ purchase intention: Examining the role of perceived quality

ترجمه عنوان مقاله: تمایل خرید از برند فروشگاه: بررسی نقش کیفیت درک شده

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

tConsidering the increase of the store brand’s market share globally, the present study addresses the fol-lowing question: “Does the consumer product perceived quality influence store brands’ proneness?”; or inother words “Does product perceived quality influence store brands’ purchase intention?”, since perceivedquality is a customer-based undertaken variable. The present study proposes and empirically tests a con-ceptual model of the influence of perceived product quality of store brands relative to perceived value andpurchase intention. Structural Equation Modelling (SEM) was developed on a sample of 439 consumers,distinguishing between consumers with high perceived quality (HPQ) and low perceived quality (LPQ).Our findings highlight that store brands’ purchase intention is strongly influenced by confidence for bothHPQ and LPQ customers, followed by product price. Additionally, our results suggest the moderating roleof perceived quality on some of the proposed relationships. Store brand managers and retailers coulddevelop market segmentation and perform marketing strategies based on customers’ perceived quality.

Keywords: Store brands, Perceived quality, Purchase intention, Confidence Pricea

مقدمه مقاله

Store brands, also known as retailer brands or private brandsgenerally refer to products sold under a retailer store’s private labeldisplaying either the store’s own name or a brand name created bythe retailer (Kumar & Steenkamp, 2007). Originally, store brandshad a clear orientation to price, being the main motivation fortheir purchase (Kumar & Steenkamp, 2007), and today, the rela-tively low and affordable price continues to be the primary benefitthat consumers seek in store brands. However, numerous studieshave suggested that the quality gap between manufacturer andstore brands is decreasing constantly as store brands have madeimportant efforts to improve their quality (Apelbaum, Gerstner, &Naik, 2003). Thus, the improved quality of store brands togetherwith their affordable prices are the main drivers for the growingacceptance of store brands among consumers (Baltas & Argouslidis,2007).In this context, one major question that arises is whether theconsumer product perceived quality plays a key role in storebrands’ proneness. That is, it seems plausible that the variablesinfluencing store brands’ purchase intention may differ between

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