Purchase Intention for a Private Label Brand : Direct Impact of Factors including Price Sensitivity , Understanding Brand , Image of Private Brands and Mental Image of Store : Case Study : Etka Chain Stores

2014 ◽  
Vol 3 (7) ◽  
pp. 417-426
Author(s):  
Abdolhossein Karampour ◽  
Bahareh Ahmadinejad
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Mental Image ◽  
Private Label ◽  
Price Sensitivity ◽  
Direct Impact ◽  
Chain Stores ◽  
Private Brands

scholarly journals The Influence of Store Image, Service Quality, Private Label Brand Image, Perceived Risk, and Price Consciousness on Purchase Intention

2017 ◽  
Vol 9 (1) ◽  
pp. 73
Author(s):  
Meta Andriani
Keyword(s):  
Service Quality ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Impact ◽  
Sampling Technique ◽  
Private Label ◽  
Store Image ◽  
Supporting Evidence

Previous study found supporting evidence of several factors affecting purchase intention in retail environment. However, there is still few that focus on the private label brand (PLB) despite of the importance of the products for the convinience store business. This study aims to find the direct effects of store image and service quality on brand image and purchase intention for a private label brand (PLB) in the context of convinience store. In addition, it also aims to confirm the factors that directly influence purchase intention of consumers. Two hundred and seven respondents were investigated using nonprobability sampling technique (purposive sampling). The analyses emploted Structural Equation Modelling techniques  and results indicate that store the image and private label brand image has a direct positive impact on purchase intention. The findings also confirmed that service quality has a direct positive effect on private label brand (PLB) image. Surprisingly, service quality has no direct influence on purchase intention, but have indirect influence through private label brand (PLB) image.

scholarly journals A marca própria e os seus aspectos negociais: um estudo de caso

2017 ◽  
Vol 8 (16) ◽  
Author(s):  
Edivaldo Fernandes Dos Santos Junior ◽  
Andréa Paula Osório Duque ◽  
Manoel Marcondes Machado Neto
Keyword(s):  
Careful Analysis ◽  
Private Label ◽  
Case Study Approach ◽  
Strategic Objectives ◽  
Chain Stores ◽  
Study Approach ◽  
A Company ◽  
Selection Of

Atualmente, as marcas comerciais surgem como atributos de diferenciação e de vantagem competitiva, criando valor para as empresas de varejo. Neste sentido, elas geralmente têm seus produtos associados a preços mais acessíveis, possibilitando a incorporação de um nicho de mercado ao negócio de supermercados e redes de lojas, além de gerar maior rentabilidade. Este estudo se propôs a examinar os aspectos relacionados à origem e ao fortalecimento de uma marca própria por meio de um estudo de caso. O objetivo geral consiste em investigar o desenvolvimento de uma marca própria em uma empresa de produtos naturais. A metodologia adotada é a da pesquisa descritiva, com dados qualitativos obtidos a partir de um estudo de caso único. A coleta de dados foi efetivada via entrevista com o diretor-executivo e a gerente de desenvolvimento de produtos de uma empresa do ramo de alimentos saudáveis. Os resultados demonstram, principalmente, que o desenvolvimento da marca própria pesquisada requereu análise criteriosa dos hábitos dos consumidores; determinação dos objetivos estratégicos; diferenciação competitiva por meio de escolha precisa de fornecedores; investimento maciço em marketing; além de diversificação dos veículos de comunicação.Palavras-chave: Marca. Marca Própria. Brand. Branding.The private label and its negotiation aspects: a case studyAbstractNowadays, trademarks appear as differentiating attributes and competitive advantage, creating value for retail companies. In this way, private labels usually have their products associated with more affordable prices, enabling the incorporation of market niches to supermarkets and chain stores, in addition to higher profitability. This study aimed to examine the issues related to the origin and strengthening of a private label through a case study. The overall objective is to investigate the development of a private label in a company of natural products. The methodology adopted is this study can be classified as an applied research, descriptive and qualitative data obtained through a case study approach. Data collection for the completion of the case study approach was carried out by an interview with the executive director and the product development manager. The results show mainly that the development of a private label required careful analysis of consumers’ habits; determination of strategic objectives; competitive differentiation through careful selection of suppliers; massive investment in marketing and media diversification.Keywords: Brand. Branding. Private Label.

scholarly journals THE EFFECT OF CELEBRITY ENDORSMENT ON BRAND IMAGE AND TRUST BRAND AND IT'S IMPACT TO PURCHASEINTENTION CASE STUDY: OPPO SMARTPHONE

2019 ◽  
Vol 17 (2) ◽  
pp. 183
Author(s):  
Rowlan Takaya
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Trust ◽  
Celebrity Endorsement ◽  
Future Studies ◽  
Confirmatory Factor ◽  
Test Use ◽  
Program Version

<p><em>The problem of this research investigates the importance of celebrity endorsment onThe brand image and brand trust towards of purchase intention on Oppo smartphone.The objectives of this research was analyzed the effect of celebrity endorsement to brand image, the effect of celebrity endorsement to brand trust, the effect brand image to purchase intention, the effect brand trust to purchase intention and the effect celebrity endorsement to purchase intention.</em></p><p><em>The methodology of this research was survey research, where the instrument of this research is questioner. The population of this research is the citizen of Jakarta who knows the smartphone Oppo products. A sample of this research is 150 respondents using purposive sampling methode. Validity test of the instrument use Confirmatory Factor Analysis and the reliabilitas test use Alpha Cronbach technique. The methode analised with AMOS program version 22.0</em></p><p><em>Finding and contribution in this research was celebrity endorsment positively affects the brand image and brand trust, brand image and brand trust positivily affects to purchase intention. Credibility is considered the most important characteristic of a brand and is a key focus of this research.</em></p><p><em>Research limitations/ implication in this research was this research used a smartphone product to test the model and I collected data only from Jakarta. Such. A direct recommendation is that future studies should be conducted using a broarder consumer sampel to achieve generalizability and in another country may yield different result.</em></p>

scholarly journals Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

2020 ◽  
Vol 9 (3) ◽  
pp. 290-299
Author(s):  
Nurul Fatimah ◽  
Dorojatun Prihandono
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine  the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

scholarly journals THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

2021 ◽  
Vol 3 (9) ◽  
pp. 313-333
Author(s):  
Gabriel Audelia Martiawan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Short Film ◽  
Marketing Communication ◽  
Online Questionnaire ◽  
Web Series ◽  
The Relationship

The branded web series is one of the latest innovations in the field of the online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment in the form of a short film format which is packaged into several episodes in the duration of about 5-15 minutes and placed on YouTube. This research aims to know the influence of branded web series on the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. 138 data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment and informativeness have a positive and significant correlation with advertising value, advertising value has a positive and significant correlation with brand attitude, brand awareness, and brand image, brand awareness has positive and significant result with brand image, brand attitude positively significant towards purchase intention, lastly brand image positively significant with brand attitude. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series.

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