Beteiligte: | , , |
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In: | Journal of Product & Brand Management, 11, 2002, 1, S. 6-18 |
veröffentlicht: |
Emerald
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 6-18 |
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ISSN: |
1061-0421
|
DOI: | 10.1108/10610420210419513 |
veröffentlicht in: | Journal of Product & Brand Management |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | Emerald (CrossRef) |
<jats:p>Store brands are appearing in an ever‐increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision process involved in a purchase which the consumer goes through when choosing store brands over national brands. The model provided allows us to explain why the same consumer may choose a store brand in one product category and not in another. We have taken personal product involvement as the principal point of reference.</jats:p> |