Purpose – Branding literature indicates that consumers buy branded products because they expect higher quality compared with non-branded products. However, as private-label brands improve in quality and deliver more value to customers, a reassessment of intention to buy manufacturer brands is pertinent. On the basis of the theory of reasoned action, the authors aim to hypothesize that the perceived quality of manufacturer brands, brand involvement, attitude toward private-label brands, and perceived product similarity drive purchase intention. In addition, consumers' perceptions of product similarity and age might moderate the relationship between perceived quality and intention to buy manufacturer brands.

Design/methodology/approach – The model and relationships are examined with a large sample of more than 600 consumers. The primary data were collected using face-to-face interviews.

Findings – Regression analysis finds support for a direct effect of perceived product quality, brand involvement and attitude towards private-label brands as well as a moderating effect of age on the relationship between perceived quality and intention to buy manufacturer brands.

Research limitations/implications – The authors suggest implications of the study findings for brand management and marketing theory development, as well as avenues for further research. Amongst others, the authors recommend that brand manufacturers should communicate the quality aspects of their brands more clearly, because consumers' quality perceptions are strongest amongst the antecedents of purchase intention.

Originality/value – Overall, the findings suggest that marketers need to revise their understanding of retail behavior in this area which constitutes the main contribution of the paper.