Journal of Consumer Marketing · 2008 · 85 citations · 47 references
Consumer UncertaintyProduct TypeConsumer ResearchBrand StrategyBuying BehaviorManagementConsumer BehaviorBrand BuildingBrand ManagementPerceived Product CharacteristicsConsumer Decision MakingBrand DevelopmentPurchase IntentionBrand AwarenessPrivate Brand PurchasesMarketingBusinessConsumer Value ConsciousnessBrand EquityConsumer Attitude
Purpose – The purpose of this paper is to investigate the effects of perceived product characteristics (i.e. involvement, product type, and switching cost) and consumer value consciousness on private brand purchase intent.
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Measuring the Involvement Construct
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Brand Equity as a Signaling Phenomenon
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