Effects of Store Brand Perceived Risk on Buyers’ Behavior – Four Decades of Research Overview

Przemysław Łukasik, Bruno Schivinski

Abstract


The aim of this paper is to present the concept of store brand perceived risk and the most important studies on its measurement that were being conducted for 40 years. For this purpose, an extensive literature review is introduced. Some aspects of the risk constructs and major effects of store brand perceived risk are emphasized. This paper provides key directions to brand managers regarding store brand assortment.

Keywords


store brands; private label brands; perceived risk

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References


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DOI: http://dx.doi.org/10.17951/h.2015.49.3.117
Date of publication: 2015-08-12 10:29:42
Date of submission: 2015-08-12 10:02:36


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