Consumers' intention to buy private label brands revisited

Gianfranco Walsh, V.W. Mitchell

Research output: Contribution to journalArticle

22 Citations (Scopus)

Abstract

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.
LanguageEnglish
Pages3-24
Number of pages21
JournalJournal of General Management
Volume35
Issue number3
Publication statusPublished - 2010

Fingerprint

Private labels
Retailers
Consciousness
Assortment
Predictive power
Purchase
Perceived value
Empirical data

Keywords

  • consumer
  • private label brands
  • retailers

Cite this

Walsh, Gianfranco ; Mitchell, V.W. / Consumers' intention to buy private label brands revisited. In: Journal of General Management. 2010 ; Vol. 35, No. 3. pp. 3-24.
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Walsh, G & Mitchell, VW 2010, 'Consumers' intention to buy private label brands revisited' Journal of General Management, vol. 35, no. 3, pp. 3-24.

Consumers' intention to buy private label brands revisited. / Walsh, Gianfranco; Mitchell, V.W.

In: Journal of General Management, Vol. 35, No. 3, 2010, p. 3-24.

Research output: Contribution to journalArticle

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AU - Mitchell, V.W.

PY - 2010

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AB - 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.

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