Consumers' intention to buy private label brands revisited

In many countries retailers use private label brands (i.e., brands sold under retailers' own labels) to differentiate assortment and price. As private label brands enjoy growing popularity and are increasing in both their quantity and quality, they continue to attract the attention of scholars and practitioners. One shortcoming of previous research is that it focuses on price as the dominant driver of buying intentions; this paper proposes a new model that explains intention to purchase private label brands. The hypothesised model relationships are tested against empirical data from two surveys. The findings reveal that the predictive power of the consumer perceived value is greater than other independent variables previously examined and that contrary to previous work, brand consciousness and attitude toward private labels have little effect. The article demonstrates managerial and research implications.