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Open Access research that shapes economic thinking...

Strathprints makes available scholarly Open Access content by the Fraser of Allander Institute (FAI), a leading independent economic research unit focused on the Scottish economy and based within the Department of Economics. The FAI focuses on research exploring economics and its role within sustainable growth policy, fiscal analysis, energy and climate change, labour market trends, inclusive growth and wellbeing.

The open content by FAI made available by Strathprints also includes an archive of over 40 years of papers and commentaries published in the Fraser of Allander Economic Commentary, formerly known as the Quarterly Economic Commentary. Founded in 1975, "the Commentary" is the leading publication on the Scottish economy and offers authoritative and independent analysis of the key issues of the day.

Explore Open Access research by FAI or the Department of Economics - or read papers from the Commentary archive [1975-2006] and [2007-2018]. Or explore all of Strathclyde's Open Access research...

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.