Abstract

Recent decades have witnessed a growing attention toward private-label brands (PLBs), which also have become of critical importance in emerging markets. Building on this, the main purpose of this empirical research is to investigate the differential influences of individual factors (i.e., socio-demographic aspects, individual differences, and perceptual variables), contextual factors (i.e., distinctive packaging, price promotion, and store image), and attitude toward PLB on PLB purchase intention in an emerging-market context. To serve this purpose, a scenario-based experimental design (N = 351) was used. The findings of the study reveal that prior experience with PLBs, the degree of reliance by consumer extrinsic cues, store image, and attitude toward PLB are precursors of PLB purchase intention, which was found to be inversely related to age, level of purchasing risk, distinctive packaging, and price promotion. This empirical inquiry is expected to provide useful insights into the PLB literature, as it unveils how PLB implications may vary in an emerging-market context.

摘要

近几十年来，自有品牌 (PLB) 受到越来越多的关注，这在新兴市场也变得至关重要。在此基础上，本实证研究的主要目的是调查个体因素（即社会人口方面、个体差异和感知变量）、背景因素（即独特包装、价格促销和商店形象）的不同影响。 )，以及在新兴市场背景下对 PLB 购买意向的态度。为了达到这个目的，基于场景的实验设计（N = 351) 被使用。研究结果显示，先前使用 PLB 的经验、消费者外在线索的依赖程度、商店形象和对 PLB 的态度是 PLB 购买意愿的前兆，发现与年龄、购买风险水平、特色包装，价格促销。这项实证调查有望为 PLB 文献提供有用的见解，因为它揭示了 PLB 的影响在新兴市场环境中可能如何变化。