Antecedents of the difference in perceived risk between store brands and national brands

Antecedents of the difference in perceived risk between store brands and national brands Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands. Design/methodology/approach – The methodology proposed to achieve the objective consists of analyzing the existing relationship between different aspects relating to purchasing behaviour of the consumer and the difference in perceived risk between the two types of brands through a causal and integrated model. Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results. Findings – The variables which have proven to be most relevant when explaining this difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and confidence in the extrinsic attributes of the product to assess its quality. Originality/value – Previous empirical research has focused primarily on the individual effects of these variables. A causal model is proposed capable of demonstrating that, besides the direct effect of a variable on the difference in perceived risk between store brands and national brands, there may be other ways for this variable to exercise its influence. This is important because of the implications for retailers when managing their own brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Antecedents of the difference in perceived risk between store brands and national brands

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560610637310
Publisher site
See Article on Publisher Site

Abstract

Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands. Design/methodology/approach – The methodology proposed to achieve the objective consists of analyzing the existing relationship between different aspects relating to purchasing behaviour of the consumer and the difference in perceived risk between the two types of brands through a causal and integrated model. Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results. Findings – The variables which have proven to be most relevant when explaining this difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and confidence in the extrinsic attributes of the product to assess its quality. Originality/value – Previous empirical research has focused primarily on the individual effects of these variables. A causal model is proposed capable of demonstrating that, besides the direct effect of a variable on the difference in perceived risk between store brands and national brands, there may be other ways for this variable to exercise its influence. This is important because of the implications for retailers when managing their own brands.

Journal

European Journal of MarketingEmerald Publishing

Published: Jan 1, 2006

Keywords: Risk management; Generics; Consumer behaviour

References

  • Symbolic and functional positioning of brands
    Bhat, S.; Reddy, S.
  • Consumer perceptions of private label quality: the role of product category characteristics and consumer use of heuristics
    DelVecchio, D.
  • Correlates of store brand proneness: some empirical observations
    Dick, A.; Jain, A.; Richardson, P.

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