The effect of personal involvement on the decision to buy store brands
Abstract
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.
Keywords
Citation
Miquel, S., Caplliure, E.M. and Aldas‐Manzano, J. (2002), "The effect of personal involvement on the decision to buy store brands", Journal of Product & Brand Management, Vol. 11 No. 1, pp. 6-18. https://doi.org/10.1108/10610420210419513
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited