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

Wpływ postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców – przegląd czterech dekad badań
Effects of Store Brand Perceived Risk on Buyers’ Behavior – Four Decades of Research Overview

Author(s): Przemysław Łukasik, Bruno Schivinski
Subject(s): Economy, Human Resources in Economy
Published by: Wydawnictwo Naukowe Uniwersytetu Marii Curie-Sklodowskiej
Keywords: store brands; private label brands; perceived risk

Summary/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.

  • Issue Year: XLIX/2015
  • Issue No: 3
  • Page Range: 117-124
  • Page Count: 8
  • Language: English