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Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation

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  • Bao, Yongchuan
  • Bao, Yeqing
  • Sheng, Shibin

Abstract

This study examines the effects of intangible extrinsic cues on consumer quality perception and purchase intention of private brands. We find that store image and product signatureness enhance quality perception and purchase intention of private brands while quality variation reduces both outcomes. All effects of the three extrinsic cues on purchase intention are partially mediated by quality perception. In addition, consumer value consciousness strengthens the relationship between quality perception and purchase intention of private brands.

Suggested Citation

  • Bao, Yongchuan & Bao, Yeqing & Sheng, Shibin, 2011. "Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation," Journal of Business Research, Elsevier, vol. 64(2), pages 220-226, February.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:2:p:220-226
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    References listed on IDEAS

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