Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Investigating the drivers of consumer intention to buy manufacturer brands
AU - Walsh, Gianfranco
AU - Shiu, Edward
AU - Hassan, Louise
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
KW - Brand management
KW - Manufacturer brands
KW - Marketing strategy
KW - Moderating effect
KW - Purchase intention
KW - Theory of reasoned action
U2 - 10.1108/10610421211253623
DO - 10.1108/10610421211253623
M3 - Journal article
VL - 21
SP - 328
EP - 340
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
SN - 1061-0421
IS - 5
ER -