TY  - JOUR
AB  - Purpose– The aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products.Design/methodology/approach– Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands.Findings– The results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions.Research limitations/implications– Caution should be exercised in extrapolating the results from the present research context to other product categories and research settings.Practical implications– The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands.Originality/value– The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.
VL  - 38
IS  - 9
SN  - 0959-0552
DO  - 10.1108/09590551011062457
UR  - https://doi.org/10.1108/09590551011062457
AU  - Lymperopoulos Constantine
AU  - Chaniotakis Ioannis E.
AU  - Rigopoulou Irini D.
PY  - 2010
Y1  - 2010/01/01
TI  - Acceptance of detergent‐retail brands: the role of consumer confidence and trust
T2  - International Journal of Retail & Distribution Management
PB  - Emerald Group Publishing Limited
SP  - 719
EP  - 736
Y2  - 2021/04/16
ER  -