Consumer-Level Factors That Influence Store Brand Proneness: An Empirical Study With Spanish Consumers

摘要

This research presents a conceptual framework for explaining the impact of a wide range of variables on store brand purchases. We perform a logistic regression using factors obtained through principal components analysis as independent variables. We find that familiarity, store brand loyalty, proximity, price-quality relationship, and intrinsic cues have positive effects on store brand proneness. Exploration (innovativeness and variety seeking) and extrinsic cues have a negative effect on store brand attitude. Retailers can benefit from these results by adapting their store brands strategies, especially those related to increasing brand loyalty and familiarity.