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Status Consumption: Both an Antecedent and a Moderator of Private Label Brand Proneness

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Advances in National Brand and Private Label Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Status consumption has received little attention from scholars of private label research, and the results of the few existing studies were inconclusive about its influence on private label brand proneness. The aim of this research is to explore how status consumption is involved in the decision process to buy private label brands. An integrated model was constructed and empirically tested in a survey of 603 consumers. The findings show that although the impact of status consumption on private label proneness is not significant, but rather positive and small, it has a negative influence on quality perception and a positive influence on familiarity. The findings also revealed the interesting moderator function of status consumption on the relation between quality perception and buying proneness.

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Author information

Authors and Affiliations

  1. Department of Economics and Business Administration, Ariel University, Ariel, Israel

    Hanna Gendel-Guterman & Shalom Levy

Authors
  1. Hanna Gendel-Guterman
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  2. Shalom Levy
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Corresponding author

Correspondence to Hanna Gendel-Guterman .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Kellog School of Management, Northwestern University, Evanston, Illinois, USA

    Alexander Chernev

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Gendel-Guterman, H., Levy, S. (2018). Status Consumption: Both an Antecedent and a Moderator of Private Label Brand Proneness. In: Martínez-López, F., Gázquez-Abad, J., Chernev, A. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-92084-9_1

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