Research ArticleOpen AccessGoogle Scholar indexed
The Effect of Experience Value on Private Brand Purchase Intention
School of Management, Jinan University, Guangzhou, China
School of Management, Jinan University, Guangzhou, China
School of Management, Jinan University, Guangzhou, China
- 1 School of Management, Jinan University, Guangzhou, China
- 2 School of Management, Jinan University, Guangzhou, China
- 3 School of Management, Jinan University, Guangzhou, China
Journal of Service Science and Management·Volume 08 (2015)·Pages 673–677·Published 2 September 2015·DOI10.4236/jssm.2015.85068
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Abstract
Under the experience economical time background, brand experience has attracted a lot of attention in marketing practice. In this article, we explore the effect of experience value on consumers purchase intention of private brands and examine the moderating effects of private label tier, purchase degree and BRIC.
KeywordsExperience ValuePrivate BrandsPurchase IntentionPrivate Label TierPurchase DegreeBRIC
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