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Understanding PL Purchase Intention in the Context of ‘PL-Only’ Assortments: An Experimental Approach

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • José Luis Ruiz-Real

    (University of Almería)

  • Juan Carlos Gázquez-Abad

    (University of Almería)

  • Irene Esteban-Millat

    (Open University of Catalonia)

  • Francisco J. Martínez-López

    (University of Granada
    Open University of Catalonia)

Abstract

Private label (PL) purchase intention is a powerful predictor of a purchase and can be influenced by a variety of factors. In this paper, we analyse the influence of consumer involvement with a product category, consumer attitude towards a PL, consumer value consciousness and consumer perception of store image on PL purchase intention. Through an experiment based on an online survey administered in Spain, we establish the causal relationships of the structural model using a structural equation methodology. Our findings suggest that in retailers with ‘PL-only’ range, consumer attitude towards the PL and consumer perception of the store image have a direct and positive effect on PL purchase intention. Our findings also suggest that in retailers with ‘PL-only’ range, consumer involvement with the product category and consumer value consciousness are not significantly associated with PL purchase intention. Our findings have important implications for retail management regarding assortment size composition decisions.

Suggested Citation

  • José Luis Ruiz-Real & Juan Carlos Gázquez-Abad & Irene Esteban-Millat & Francisco J. Martínez-López, 2016. "Understanding PL Purchase Intention in the Context of ‘PL-Only’ Assortments: An Experimental Approach," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Els Gijsbrecht (ed.), Advances in National Brand and Private Label Marketing, pages 103-110, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-39946-1_13
    DOI: 10.1007/978-3-319-39946-1_13
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