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• W1996344987 startingPage "239" @default.
• W1996344987 abstract "Given consumer associations with their lower cost/lower quality positioning and their relatively small marketing budgets, private label brands must carefully select the product categories in which they attempt to compete. A regression-based study was undertaken to investigate the manner in which product category characteristics influence consumers’ perceptions of private label quality. Results of this study indicate that perceptions of private label quality are driven by the complexity, price level, average interpurchase time, and quality variance of the product category. Private label brands are also perceived differently due to the manner in which consumer segments employ brand names as heuristics. Although consumers’ use of brand names as functional cues is unrelated to assessments of private label quality, consumers who consider brands to be symbolic resources are, surprisingly, found view private label brands more favorably. However, the results indicate the positive perception of private label quality among consumers viewing brands as symbolic resources is limited to product categories that are private in nature." @default.
• W1996344987 created "2016-06-24" @default.
• W1996344987 creator A5049617394 @default.
• W1996344987 date "2001-09-01" @default.
• W1996344987 modified "2023-10-10" @default.
• W1996344987 title "Consumer perceptions of private label quality: the role of product category characteristics and consumer use of heuristics" @default.
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• W1996344987 doi "https://doi.org/10.1016/s0969-6989(00)00030-8" @default.
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