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    Wpływ postrzeganego ryzyka oraz czynników wizerunkowych na zamiar zakup marek własnych sieci handlowych

    Łukasik, P. and Schivinski, Bruno (2014) Wpływ postrzeganego ryzyka oraz czynników wizerunkowych na zamiar zakup marek własnych sieci handlowych. Marketing i Rynek (6), pp. 27-33. ISSN 1231-7853.

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    Łukasik, Schivinski - 2014 - Wpływ postrzeganego ryzyka oraz czynników wizerunkowych na zamiar zakup marek własnych sieci handlowych.pdf - Published Version of Record
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    Abstract

    The aim of this study was to analyze the impact of store image, perceived risk, and the store brand price-image on store brand purchase intention. We replicated the conceptual model proposed by M.F. Diallo using CAWI technique. We analyzed the results using structural equation model (SEM) with AMOS software package. Our results show that the store brand purchase intention is directly dependent on consumers' perceived risk toward store brands and on store brand price image. We also found a direct effect of store image perception and store brand price-image on the consumers' perceived risk toward store brands. Considering the dynamic changes taking place in the private label market, the presented findings of this study are highly valid and should be useful in the practice of retail businesses.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 09 Oct 2017 08:20
    Last Modified: 09 Oct 2017 08:20
    URI: http://eprints.bbk.ac.uk/id/eprint/19956

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