Understanding the Functions of Perceived Private Label Brand Quality and Store Image in Building Retailer Equity

摘要：

　　Store image and private label brand(PLB)have been confirmed to critically influence the success of retail business.This study proposes an integrating theoretical framework for testing the relationships among store image,perceived PLB quality,retailer awareness,retailer perceived quality,and retailer loyalty.The result of a survey among consumers of 6 hypermarkets in China confirms that perceived PLB quality and store image jointly affect retailer loyalty through retailer awareness and retailer perceived quality.Particularly,store image has a direct and significant effect on retailer loyalty,whereas the direct effect of perceived PLB quality is not significant.Additionally,the total effect of store image on retailer loyalty is much stronger than that of perceived PLB quality.

作者: JINFENG WU LIANXI LIU

作者单位: School of Management,Wuhan Textile University,No.1 Fangzhi Road,Wuhan 430073,China

会议类型: 国际会议

会议名称: 2014 International Conference on Management and Engineering(CME 2014)(2014管理与工程国际会议)

会议地点: 上海

会议语种:英文

页码: 1-8

在线出版日期: 2014-05-24（万方平台首次上网日期，不代表论文的发表时间）