The Relationship among Perceived Value, Customer Satisfaction, and Repurchase Intention of Private Brand: The Moderating Roles of Retailer Reputation and Perceived Risk

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Private brands(PBs) are an important component of retail branding. Most conceptual and empirical research into branding focuses on manufacturer brands despite the growing importance of PBs. The purpose of this paper is to identify the relationship among perceived value(functional value, monetary value, social value, emotional value, and epistemic value), customer satisfaction, and repurchase intention, as well as the extent to which retailer reputation moderates the relationships between perceived value and customer satisfaction and repurchase intention, and perceived risk moderates the relationships between perceived value and customer satisfaction and repurchase intention. In addition, this study investigates the importance of sub-dimensions of perceived value. The results of this study show that perceived value positively affects customer satisfaction. Perceived value and customer satisfaction positively affect repurchase intention. The moderating effects of retailer reputation and perceived risk in the relationships between perceived value and repurchase intention are identified. Thus, retailer marketers should improve perceived value of PB in the perspective of customers.