期刊
JOURNAL OF BUSINESS RESEARCH
卷 64, 期 2, 页码 220-226出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2010.02.007
关键词
Private brands; Store image; Product signatureness; Quality variation; Quality perception; Purchase intention
类别
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. (C) 2010 Elsevier Inc. All rights reserved.
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