A Scale for Measuring Attitude toward Private Label Products and an Examination of its Psychological and Behavioral Correlates
A measure of consumers' attitudes toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perception and sale promotion constructs, and (2) purchase behaviors measur...
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| Veröffentlicht in: | Journal of the Academy of Marketing Science 1998-10, Vol.26 (4), p.293-306 |
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| container_title | Journal of the Academy of Marketing Science |
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| creator | Burton, Scot Lichtenstein, Donald R Netemeyer, Richard G Garretson, Judith A |
| description | A measure of consumers' attitudes toward private label brands is developed, and its psychometric properties are assessed. Predictions are then tested regarding relationships between private label attitude and (1) latent perception and sale promotion constructs, and (2) purchase behaviors measured in a field setting. The measure is positively related to value consciousness, deal proneness, and smart-shopper, self-perceptions, and negatively related to the propensity to be brand loyal and hold price-quality perceptions. Despite a positive relationship between the latent constructs of private label attitude and deal proneness, the consumer segment that allocated a high percentage of total purchases to private label products made fewer purchases on sale or with a coupon. These findings suggest that consumers may choose between price-related deals and private label purchases. |
| doi_str_mv | 10.1177/0092070398264003 |
| format | Article |
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| ispartof | Journal of the Academy of Marketing Science, 1998-10, Vol.26 (4), p.293-306 |
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| language | eng |
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| source | Periodicals Index Online; EBSCOhost Business Source Complete; SpringerLink Journals - AutoHoldings |
| subjects | Attitudes Behavior Brand equity Brand image Brand loyalty Consciousness Consumer attitudes Consumers Grocery stores House brands Market shares Marketing Perceptions Prices Product quality Purchasing Radio frequency Sales promotions Statistical analysis Studies Supermarkets Validity |
| title | A Scale for Measuring Attitude toward Private Label Products and an Examination of its Psychological and Behavioral Correlates |
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