Abstract
Under the experience economical time background, brand experience has attracted a lot of attention in marketing practice. In this article, we explore the effect of experience value on consumers purchase intention of private brands and examine the moderating effects of private label tier, purchase degree and BRIC.
Highlights
Nowadays, many retailers such as Watsons try their best to sell private brands to get profits and foster customers’ loyalty
In consideration of the marketing costs, we consider it is necessary to explore the effect of experience value on consumers purchase intention of private brands and examine the moderating effect of private label tier
How does experience value do effect on consumers purchase intention of store brands? Second, which experience should retailers provide to store brands positioned in different tiers? Third, whether purchase degree will moderate the effect of experience value on purchase intention? Fourth, whether BRIC will moderate the effects as well?
Summary
Many retailers such as Watsons try their best to sell private brands to get profits and foster customers’ loyalty. (2015) The Effect of Experience Value on Private Brand Purchase Intention. On the basis of previous researches, Yang and Wang divided store brands into three tiers: low-price tier, medium-price tier, and high-premium tier. In consideration of the marketing costs, we consider it is necessary to explore the effect of experience value on consumers purchase intention of private brands and examine the moderating effect of private label tier. That is, which kind of experiences should retailers create when consumers purchase store brand in low-price tier, in medium-price tier or in high-premium tier. We will examine the moderating effect of BRIC on the relationship between experience value and purchase intention of private brands. How does experience value do effect on consumers purchase intention of store brands? How does experience value do effect on consumers purchase intention of store brands? Second, which experience should retailers provide to store brands positioned in different tiers? Third, whether purchase degree will moderate the effect of experience value on purchase intention? Fourth, whether BRIC will moderate the effects as well?
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