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The Middle Position of Store Brand's Perceived Quality: An Extrinsic Intuitive Cue Diagnosis Framework |
YANG De-feng WANG Xin-xin |
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Abstract Store brands' objective quality is high, but perceived quality is low compared to national brands. Scholars in the store brands area are puzzled about this. They often believe that the reason is that store brands' price and levels of package are both low. This paper studies this problem by cue diagnosis framework. This paper argues that the reason that store brands perceived quality is lower than national brands is not store brand's low price or low level of package, and the fundamental reason is the lower level of store brand's accumulative brand than national brands. For the level of accumulative brand, national brands are highest, store brands lie in the middle, and the unknown manufacturing brands are lowest. The diagnosis of extrinsic intuitive cue of these three kinds of brands decreases gradually. Therefore, store brands' perceived quality lies in the middle. Compared to national brands, low level of brand accumulation is the bottle-neck problem in struggling to improve store b
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Received: 12 January 2009
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Corresponding Authors:
YANG De-feng
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