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| The Relationship among Store Loyalty, Private Brand Attitude and the Purchase Intention The Moderating Roles of Consumers’ Deal Proneness and Social Visibility of Products |
| YANG De feng1,LI Qing2,WEI Hai ying3,ZHAO Ping3 |
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Abstract This article examines the effects of store loyalty and private label knowledge on private brand attitude and explores the effect of private brand attitude on the purchase intention of private labels. It also examines the moderating effects of the consumer’s deal proneness and social visibility of products on the above relationships. The results show that store loyalty and private label knowledge both have positive effects on the private brand attitude. The results also reveal that deal proneness plays a positive moderating role in the relationship between private label knowledge and private brand attitude. But it plays a negative moderating role in the relationship between store loyalty and private brand attitude. Private brand attitude has a positive effect on the intention of purchasing private labels and the effect is negatively moderated by social visibility of products, but without clear impact from the easy quality evaluation.
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Received: 28 February 2012
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Corresponding Authors:
ZHAO Ping
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2012, Vol. 1 
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