Details

Autor(en) / Beteiligte

• Kwon, Kyoung-Nan
• Lee, Mi-Hee
• Jin Kwon, Yoo

Titel

The effect of perceived product characteristics on private brand purchases

Ist Teil von

• The Journal of consumer marketing, 2008-03, Vol.25 (2), p.105-114

Ort / Verlag

Santa Barbara: Emerald Group Publishing Limited

Erscheinungsjahr

2008

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• 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.Design methodology approach - A college student sample was surveyed to measure product characteristic perceptions for six product categories and to evaluate private brand purchase intent. Analysis of covariance was conducted for hypothesis testing.Findings - Support existed for the significant effects of all three product characteristics on the intent to purchase private brands. A moderating effect by value consciousness on the product type (search versus experience) emerged.Practical implications - It is critical that retailers identify appropriate product categories as they develop private brands. Private brand marketing strategies should be designed to reduce the level of product involvement and switching cost, and to increase consumer perception of search properties.Originality value - The research is one of the few studies to test the effects of product characteristics extensively and to provide related marketing implications.