Store brand evaluative process in an international context
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 11 July 2016
Abstract
Purpose
The purpose of this paper is to analyse the relationships between the different phases of the store brand (SB) evaluative process (i.e. attitude, preference and purchase intention) in an international context and to investigate how each of them is influenced by selected perceptual characteristics of consumers, psychographic consumer traits and product evaluative criteria.
Design/methodology/approach
The data were obtained from a survey of 1,118 shoppers from six different countries. Consecutive chained multiple and logistic regression models that incorporated the main antecedents into each stage were applied.
Findings
The main results are as follows: first, quality inferences based on brand image and reputation have a significant positive effect on SB attitude; second, shoppers’ propensity to explore and their risk perceptions are antecedents of SB preference rather than SB attitude; and finally, impulsiveness has a significant positive impact on SB purchase intention.
Practical implications
The results can assist retailers in developing strategies according to the specific phase of their customers’ evaluative process: promoting expert recommendations and opinion-leader testimonials in the attitude formation stage, investing in innovation in the preference formation stage and improving the overall shopping experience in the purchase intention stage.
Originality/value
This paper extends research on the consumer decision-making process by empirically demonstrating that SB preference is a mediating variable between SB attitude and SB purchase intention. From a practical perspective, this work involves an extensive empirical study that aggregates data from shoppers across six Western countries. This multinational sample offers a high degree of external validity and generalisation of the results obtained.
Keywords
Acknowledgements
The authors would like to thank the anonymous reviewers for their helpful and constructive comments that contributed to improving the final version of the paper. They would also like to thank the Editor for his support during the review process. This study was supported by the Spanish Ministry of Education (ECO2012-31517) and by the Spanish Ministry of Economy and Competitiveness (ECO2015-69103-R).
Citation
Gómez-Suárez, M., Quinones, M. and Yagúe, M.J. (2016), "Store brand evaluative process in an international context", International Journal of Retail & Distribution Management, Vol. 44 No. 7, pp. 754-771. https://doi.org/10.1108/IJRDM-11-2015-0168
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited