A proposed framework of factors affecting consumer’s acceptance toward private lable brand : the moderating role of store image

الملخص EN

Purpose -This paper examined the effect of familiarity with private label brzmd (PLB) as antecedent on consumer perceptual factors which are perceived quality, perceived risk and price consciousness associated with private label brand (PLB) products.

In addition, examining the relationship between consumer perceptual factors (perceivedquality,perceived risk and price conscioLisness)on consumer's attitude and purchase intention toward private label brand(consumer acceptance of PL-B).

Moreover, the role of store image ai a moderator on the relationship between consumer perceptual factors and consumer acceptance of PLB branded products.

Design /Methodology -literature review was highlighted from retailing especially in the field of private label brand (PLB).The literature review was used to derive the hypotheses used in the research.

Mall intercept method was used in this study.The researcher collected 400 questionnaires from consumers who visited there hypermarkets in Alexandria.

Findings-The researcher found a significant positive relationship between familiarity with private label brand and perceived quality, a negative and significant relationship between familiarity with private label brand and perceived risk, a positive insignificant relationship between familiarity with private label brand and price consciousness.

Results showed a significant positive relationship between perceived quality and PLB attitude and PLB purchase intention.

Perceived risk had a negative effect on private brands attitude.

The effect of price consciousness on consumers’ willingness to buy PLB products is not as strong as other variables.

Store image played a moderator role only between perceived quality and PLB attitude and a moderator between perceived risk and PLB purchase intention; and all other perceptual factors were insignificant.

Store image failed to moderate the relationship between perceived risk and PLB attitude.

In addition, the researcher found no moderating effect of store image between price consciousness and PLB attitude.

Research limitations- In the study the sample was only collected from three hypermarkets in Alexandria City which limit the generalizability of the research results.

Originality/value- This paper presented a framework of consumer ace-ptance toward PLB products; while highlighting the moderator role of store image.