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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Consumers' intention to buy private label brands revisited

Walsh, Gianfranco and Mitchell, V.W. (2010) Consumers' intention to buy private label brands revisited. Journal of General Management, 35 (3). pp. 3-24. ISSN 0306-3070

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Abstract

In many countries retailers use private label brands (i.e., brands sold under retailers' own labels) to differentiate assortment and price. As private label brands enjoy growing popularity and are increasing in both their quantity and quality, they continue to attract the attention of scholars and practitioners. One shortcoming of previous research is that it focuses on price as the dominant driver of buying intentions; this paper proposes a new model that explains intention to purchase private label brands. The hypothesised model relationships are tested against empirical data from two surveys. The findings reveal that the predictive power of the consumer perceived value is greater than other independent variables previously examined and that contrary to previous work, brand consciousness and attitude toward private labels have little effect. The article demonstrates managerial and research implications.