6533b824fe1ef96bd127fdf5

RESEARCH PRODUCT

The effect of personal involvement on the decision to buy store brands

Joaquín Aldás ManzanoEva María CaplliureSalvador Miquel

subject

MarketingProduct categoryManagement of Technology and InnovationProduct involvementPrincipal pointAdvertisingBusinessDecision processMarketingStore brandConsumer behaviour

description

Store brands are appearing in an ever‐increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision process involved in a purchase which the consumer goes through when choosing store brands over national brands. The model provided allows us to explain why the same consumer may choose a store brand in one product category and not in another. We have taken personal product involvement as the principal point of reference.

yearjournalcountryeditionlanguage
2002-02-01Journal of Product & Brand Management
https://doi.org/10.1108/10610420210419513