Australasian Marketing Journal (AMJ) · 2010 · 689 citations · 77 references
BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorRetail MarketingBrand ImagePrivate Label BrandingPrivate Label MarketingDirect EffectsPrivate Label Brand ImagePrivate Label BrandsPrivate Label Consumer Purchase IntentionPrivate Label ImagePrivate Label Store BrandsPrivate Label Store Image EffectsPurchase Intention Analysis
The study examines how store image and service quality directly influence private label brand image and purchase intention, and how perceived risk and price consciousness mediate these effects. Data from 360 customers of Watsons and Cosmed drugstores were analyzed with LISREL to test the hypothesized relationships. Results show that store image boosts purchase intention, service quality enhances brand image, and perceived risk mediates the link between brand image and purchase intention.
This study aims to investigate the direct effects of store image and service quality on brand image and purchase intention for a private label brand (PLB). This study also investigates the indirect effects mediated by perceived risk and price consciousness on these relationships. The sample in this study consisted of three hundred and sixty (360) customers of the Watsons and Cosmed chain of drugstores. The pre-test results identified “Watsons” and “My Beauty Diary” as the research brands of the PLB for the two stores, respectively. This study uses LISREL to examine the hypothesized relationships. This study reveals that (1) store image has a direct and positive effect on the purchase intention of the PLB; (2) service quality has a direct and positive effect on the PLB image; (3) the perceived risk of PLB products has a mediating effect on the relationship between the brand image and the consumers purchase intention of the PLB.
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