Store brands’ purchase intentionExamining the role of perceived quality

  1. Cristina Calvo-Porral 1
  2. Jean-Pierre Lévy-Mangin 2
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  2. 2 University of Quebec in Outaouais
Revista:
European Research on Management and Business Economics

ISSN: 2444-8834

Ano de publicación: 2017

Volume: 23

Número: 2

Páxinas: 90-95

Tipo: Artigo

DOI: 10.1016/J.IEDEEN.2016.10.001 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: European Research on Management and Business Economics

Resumo

Considering the increase of the store brand's market share globally, the present study addresses the following question: “Does the consumer product perceived quality influence store brands’ proneness?”; or in other words “Does product perceived quality influence store brands’ purchase intention?”, since perceived quality is a customer-based undertaken variable. The present study proposes and empirically tests a conceptual model of the influence of perceived product quality of store brands relative to perceived value and purchase intention. Structural Equation Modelling (SEM) was developed on a sample of 439 consumers, distinguishing between consumers with high perceived quality (HPQ) and low perceived quality (LPQ). Our findings highlight that store brands’ purchase intention is strongly influenced by confidence for both HPQ and LPQ customers, followed by product price. Additionally, our results suggest the moderating role of perceived quality on some of the proposed relationships. Store brand managers and retailers could develop market segmentation and perform marketing strategies based on customers’ perceived quality.

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