What question did this study set out to answer?

To test a conceptual model examining how store name, brand name, and price discounts influence consumers' evaluations and purchase intentions, accounting for consumer knowledge and prior ownership.

January 1, 1998Journal of RetailingOpen Access

The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions

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Authors

DGDhruv GrewalFlorida State University RKR. KrishnanUniversity of Miami JBJulie BakerUniversity of Information Technology and Sciences

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Implication

Behavioral analysis finds store name, brand name, and discounts shape product evaluations and purchase intentions in consumers, indicating that consumer knowledge moderates purchasing decisions.

Key Points

To test a conceptual model examining how store name, brand name, and price discounts influence consumers' evaluations and purchase intentions, accounting for consumer knowledge and prior ownership.
Formulated and empirically tested a conceptual model connecting retail cues (store name, brand name, and price discounts) to cognitive evaluations and purchase intent.
Assessed the moderating effects of consumer product knowledge and prior brand ownership on evaluation pathways.
Store image was directly shaped by store name and merchandise quality, while internal reference price was significantly affected by price discounts, brand name, and perceived brand quality.
Price discounts had a minimal impact on brand quality perceptions, but discounts, internal reference prices, and perceived quality strongly increased perceived value, which elevated purchase intentions alongside store image.
High-knowledge consumers were guided predominantly by brand names, whereas low-knowledge consumers were more heavily swayed by price discounts and store names.

Cite This Study

Grewal et al. (1998) studied this question.

synapsesocial.com/papers/69d7adb7dcc7b92a43f30a2d https://doi.org/10.1016/s0022-4359(99)80099-2

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Implication

Behavioral analysis finds store name, brand name, and discounts shape product evaluations and purchase intentions in consumers, indicating that consumer knowledge moderates purchasing decisions.

The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions

Discussion

Member takes

Implication

Key Points

Cite This Study

The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions

Discussion

Member takes

Implication

Key Points

Cite This Study

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