TY  - JOUR
AB  - Purpose– The purpose of this paper is to investigate the effects of perceived product characteristics (i.e. involvement, product type, and switching cost) and consumer value consciousness on private brand purchase intent.Design/methodology/approach– A college student sample was surveyed to measure product characteristic perceptions for six product categories and to evaluate private brand purchase intent. Analysis of covariance was conducted for hypothesis testing.Findings– Support existed for the significant effects of all three product characteristics on the intent to purchase private brands. A moderating effect by value consciousness on the product type (search versus experience) emerged.Practical implications– It is critical that retailers identify appropriate product categories as they develop private brands. Private brand marketing strategies should be designed to reduce the level of product involvement and switching cost, and to increase consumer perception of search properties.Originality/value– The research is one of the few studies to test the effects of product characteristics extensively and to provide related marketing implications.
VL  - 25
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363760810858846
UR  - https://doi.org/10.1108/07363760810858846
AU  - Kwon Kyoung‐Nan
AU  - Lee Mi‐Hee
AU  - Jin Kwon Yoo
PY  - 2008
Y1  - 2008/01/01
TI  - The effect of perceived product characteristics on private brand purchases
T2  - Journal of Consumer Marketing
PB  - Emerald Group Publishing Limited
SP  - 105
EP  - 114
Y2  - 2024/09/22
ER  -