Consumer choice of store brand across the store factors a case of personal care retailer

摘要：

　　With the continuous development of experience economy,experience seems to have become an important part of people”s lives and consumption.Accompanied by the gradual change in the consumers” of consumption concept,store brand retailers have began to seize the development opportunity and improve the perception of consumers.Accordingly,store brand market presents the polarization situation gradually.Based on inference theory,this study explores the direct effect of two central elements of sale situations—point of purchase advertising and service quality on store brand image,perceived value and the indirect effect on purchase intention for store brands.

关键词： Point of purchase advertising Service quality Store brand image Perceived value

作者: Fan Xiaojun Jia Huimin Li Jie

作者单位: Shanghai university,School of management

会议类型: 国内会议

会议名称: China Marketing International Conference 2017 (2017中国市场营销国际学术年会)

会议地点: 北京

会议语种:英文

页码: 249-262

在线出版日期: 2017-07-14（万方平台首次上网日期，不代表论文的发表时间）