Artikel
Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention
Relationships and characteristics that influence consumers' purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase choices between these brand offerings would lead to both theoretical and practical applications. Therefore, this study attempts to enhance understanding about the factors that influence consumers' manufacturer versus store brand purchase decisions. A conceptual model is developed to integrate the manner by which a consumer's motivation to conform to the perceived social norm of purchasing manufacturer brand products influences this purchase decision. The model is tested using survey data. Findings indicate the importance of the intensity of perceived differences between store brand and manufacturer brand product offerings in affecting consumers' purchase intention of these products. The relationship is also mediated by consumers' motivation to conform to manufacturer brand products in their purchase decision.
- Language
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Englisch
- Bibliographic citation
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Journal: International Journal of Business Science & Applied Management (IJBSAM) ; ISSN: 1753-0296 ; Volume: 9 ; Year: 2014 ; Issue: 1 ; Pages: 13-23 ; s.l.: International Journal of Business Science & Applied Management
- Classification
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Management
- Subject
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manufacturer brand
store brand
brand differential
motivation to conform
- Event
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Geistige Schöpfung
- (who)
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Tran, Ellie
Balas, Ayse N.
Shao, Chris Y.
Dubinsky, Alan J.
Jackson, Larry
- Event
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Veröffentlichung
- (who)
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International Journal of Business Science & Applied Management
- (where)
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s.l.
- (when)
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2014
- Handle
- Last update
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10.03.2025, 11:45 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Tran, Ellie
- Balas, Ayse N.
- Shao, Chris Y.
- Dubinsky, Alan J.
- Jackson, Larry
- International Journal of Business Science & Applied Management
Time of origin
- 2014
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