Cue Diagnosticity and Product Evaluation: Effect of Brand Name, Store Brands Knowledge and Store Loyalty on Store Brands Perceived Quality

摘要：

Based on cue diagnosticity, this article classifies cues into accumulat ive cues and intuitive cues according to whether consumers need high level knowledge of the cues when the cues play important roles. And then develop a multi-cues model which is at different levels of accumulative cues, intuitive cues have different diagnosis. By the experimental design of 3 (brand name) ×2 (store loyalty)× 2 (store brands knowledge) × 3 (price cue), this art icle explains why store brands use store name as store brand name, consumers with higher brand knowledge or high store loyalty all have higher store brands purchase intent. This article finds that using store name as store brand name, consumers with higher brand knowledge or high store loyalty, the level of accumulative cues is high, the intuitive cues, e. g. price or package, have high diagnosis. This article thinks the reason why those consumers with high store brands purchase intent is that those consumers achieve higher store brands perceived quality.

关键词： store brand perceived quality brand name store brand knowledge store loyalty

作者: Yang Defeng

作者单位: School of Management, Jinan University, Guangzhou, P.R.China, 510632

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 903-907

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）