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首页> 外文期刊>European journal of marketing >Store image influences in consumers' perceptions of store brands: the moderating role of value consciousness
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Store image influences in consumers' perceptions of store brands: the moderating role of value consciousness

机译：商店形象在消费者对商店品牌的认知中的影响：价值意识的调节作用

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Purpose - The purpose of this study is to develop and test a conceptual model of the moderating effect of customers' value consciousness (CVC) on the relationship of store image (SI) with four dimensions of the perceived risk associated to the purchase of a store brand over a manufacturers' brand, and the direct effect of those variables on the perceived unfairness of manufacturers' brand prices. Design/methodology/approach - A mall-intercept survey of 600 shoppers in Colombia (South America) gathered data on their consumption experiences of a store brand and manufacturer's brand across six product categories and two supermarket chains. Findings - Results suggest that SI exerts different influences on the four categories of perceived risk, the strength of which varies with value-consciousness. Perceptions of the price unfairness of manufacturers' brands are attenuated by the financial and functional risk of buying store brands but increased by the social and psychological risk. Research limitations/implications - The findings may not be generally applicable to other shopping contexts or customers. The functional perspective on SI may mean that the results are not directly comparable with other studies adopting different perspectives. Practical implications - For retailers, the key implications concern awareness and management of customers' perceptions of relative risks and the impact of value-consciousness on the use of SI as a heuristic decision-making cue. For manufacturers, they are the need to demonstrate clear product differentiation as a rationale for higher prices. Originality/value - This is the first study to encompass value-consciousness, SI, perceived risk and perceptions of price unfairness in a single field survey.
机译：目的-这项研究的目的是开发和测试顾客价值意识（CVC）对商店形象（SI）与与商店购买相关的感知风险的四个维度之间关系的调节作用的概念模型品牌而不是制造商的品牌，以及这些变量对制造商品牌价格的不公平感知的直接影响。设计/方法/方法-对哥伦比亚（南美）的600名购物者进行的购物中心拦截调查收集了他们在六个产品类别和两个超市链中的商店品牌和制造商品牌的消费体验数据。发现-结果表明，SI对感知风险的四类施加不同的影响，其强度随价值意识而变化。购买商店品牌的财务和功能风险减弱了对制造商品牌价格不公平的感知，但社会和心理风险则加剧了对制造商品牌价格不公平的感知。研究局限性/含义-研究结果可能通常不适用于其他购物环境或客户。关于SI的功能性观点可能意味着结果不能与采用不同观点的其他研究直接比较。实际意义-对于零售商而言，主要意义在于意识和管理客户对相对风险的看法，以及价值意识对将SI用作启发式决策线索的影响。对于制造商来说，他们有必要证明明显的产品差异性，以此作为提高价格的理由。原创性/价值-这是第一项在一次现场调查中涵盖价值意识，SI，感知风险和对价格不公平现象的研究。

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