Abstract
In recent years, research interests on store brand have been steadily increasing (Burt 2000). Researchers explored the impact of different types of variables, such as psychographic characteristics, purchase behavior, personality, and even lifestyle (e.g., Baltas 2003; Jin and Suh 2005; Whelan and Davies 2006). However, these studies failed to differentiate determinants of generic, category-specific, store-specific, and brand-specific variables. Thus, this study was designed to investigate the characteristics of store brand buyers in different product categories and subsequently attempted to identify potential category-specific and/or store-specific determinants of store brand proneness. As little research has been conducted to examine the effectiveness of branding strategies on store brand (Ailawadi and Keller 2004), and, in particular, how consumers evaluate branding strategies both from within and cross category brands (Hyman, Kopf et al. 2010), in addition to employing demographic, socio-economic, psychographic, and purchase behavior variables, this study also assessed the impact of store brand extension strategy on brand proneness.
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© 2015 Academy of Marketing Science
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Zhang, Y., Kang, J. (2015). Revisiting Store Brand Proneness: Identifying Generic, Store-Specific, Category-Specific and Brand-Specific Determinants of Store Brand Proneness. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_235
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DOI: https://doi.org/10.1007/978-3-319-10873-5_235
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10873-5
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