The effect of personal involvement on the decision to buy store brands

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Bibliographische Detailangaben
Beteiligte: Miquel, Salvador, Caplliure, Eva M., Aldas‐Manzano, Joaquin
In: Journal of Product & Brand Management, 11, 2002, 1, S. 6-18
veröffentlicht:
Emerald
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 6-18
ISSN: 1061-0421
DOI: 10.1108/10610420210419513
veröffentlicht in: Journal of Product & Brand Management
Sprache: Englisch
Schlagwörter:
Kollektion: Emerald (CrossRef)
Inhaltsangabe

<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>