Understanding non-private label consumers’ switching intention in emerging market
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 30 April 2019
Issue publication date: 14 August 2019
Abstract
Purpose
The purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching intention, particularly from an emerging market perspective. The study also aims to test the moderating role of general neophobia and gender.
Design/methodology/approach
Focusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model.
Findings
The results suggested that marketing mix activities, particularly advertising, in-store communication, and monetary promotion positively influenced private label brand attitude. Attitude positively influenced switching intention. The proposed moderating effects of general neophobia and gender in the relationship between private label brand attitude and switching intention were supported.
Originality/value
This study provides empirical evidence to the effects of marketing practices on private label brand attitude from an emerging market perspective, complementing previous research which largely focused on developed market. The findings offer managerial ideas in targeting non-private label consumers. The test of moderating variables expands the understanding on attitude-intention link.
Keywords
Citation
Aw, E.C.-X. and Chong, H.X. (2019), "Understanding non-private label consumers’ switching intention in emerging market", Marketing Intelligence & Planning, Vol. 37 No. 6, pp. 689-705. https://doi.org/10.1108/MIP-11-2018-0514
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited