HEDONIC/FUNCTIONAL CONGRUITY BETWEEN STORES AND PRIVATE LABEL BRANDS

The role of store-to-product category (SPC) congruity on consumers' perception and attitudes toward private label brands is examined. After an overview of the literature on SPC congruity and hedonic versus functional products and stores, several related hypotheses based on image transfer and the value of congruity are tested with Korean consumers. The results suggest that SPC congruity predicts store-to-private label brands (SPBs) congruity and attitudes toward private label brands. This finding and its strategic implications are discussed.