Predictors of store brand purchase intention: A study in the emerging market

ABSTRACT The present study investigates predictors of store brand purchase intention and the interrelations between them. It deepens the research about purchase intention formation using a modelling of constructs that have not been simultaneously examined in previous studies: store image, perceived risk, store brand image, and attitude towards the store brand. To test the hypotheses from the literature on the subject, we collected data through a survey with 1,938 supermarket customers in Brazil. Our results, found by means of structural equation modeling using PLS, demonstrate the existence of significant relationships between: (1) perceived risk and store brand image; (2) store image and store brand image; (3) store brand image and attitude; and (4) between attitude and purchase intention. We conclude that perceived risk and store image are strong predictors of store brand image and attitude, thereby forming a robust model of prediction of store brand purchase intention and providing a contribution to the literature.