TY - JOUR AB - Purpose– The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands.Design/methodology/approach– The methodology proposed to achieve the objective consists of analyzing the existing relationship between different aspects relating to purchasing behaviour of the consumer and the difference in perceived risk between the two types of brands through a causal and integrated model. Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results.Findings– The variables which have proven to be most relevant when explaining this difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and confidence in the extrinsic attributes of the product to assess its quality.Originality/value– Previous empirical research has focused primarily on the individual effects of these variables. A causal model is proposed capable of demonstrating that, besides the direct effect of a variable on the difference in perceived risk between store brands and national brands, there may be other ways for this variable to exercise its influence. This is important because of the implications for retailers when managing their own brands. VL - 40 IS - 1/2 SN - 0309-0566 DO - 10.1108/03090560610637310 UR - https://doi.org/10.1108/03090560610637310 AU - González Mieres Celina AU - María Díaz Martín Ana AU - Trespalacios Gutiérrez Juan Antonio PY - 2006 Y1 - 2006/01/01 TI - Antecedents of the difference in perceived risk between store brands and national brands T2 - European Journal of Marketing PB - Emerald Group Publishing Limited SP - 61 EP - 82 Y2 - 2024/03/28 ER -