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2015 | 49 | nr 3 | 117--124
Tytuł artykułu

Wpływ postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców - przegląd czterech dekad badań

Warianty tytułu
Effects of Store Brand Perceived Risk on Buyers' Behavior - Four Decades of Research Overview
Języki publikacji
EN
Abstrakty
EN
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. (original abstract)
Celem artykułu jest prezentacja pojęcia postrzeganego przez konsumentów ryzyka związanego z markami własnymi oraz przegląd najważniejszych badań nad tym konstruktem, prowadzonych na przestrzeni ostatnich 40 lat. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat. Wyjaśniono szereg aspektów pojęcia postrzeganego ryzyka oraz przedstawiono główne efekty oddziaływania postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców. Artykuł dostarcza menedżerom marki wiedzy na temat głównych kierunków ich działań odnoszących się do zarządzania asortymentem marek własnych. (abstrakt oryginalny)
Rocznik
Tom
49
Numer
Strony
117--124
Opis fizyczny
Twórcy
  • Maria Curie Skłodowska University
  • Gdańsk University of Technology
Bibliografia
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  • 10. Hutton B., Wilkie W.L., Life Cycle Cost: A New Form of Consumer Information, Journal of Consumer Research, 1980, Vol. 6, No. 4. http://dx.doi.org/10.1086/208778
  • 11. Jacoby J., Kaplan L.B., The Components of Perceived Risk, in Proceedings, Third Annual Conference of the Association for Consumer Research, M. Venkatesan, ed. College Park, MD: Association for Consumer Research, 1972.
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  • 15. Narasimhan C., Wilcox R.T., Private Labels and the Channel Relationship: A Cross-Category Analysis, Journal of Business, 1998, Vol. 71, No. 4. http://dx.doi.org/10.1086/209757
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  • 17. Peter J.P., Ryan M.J., An investigation of perceived risk at the brand level, Journal of Marketing Research, 1976, Vol. 13, No. 2. http://dx.doi.org/10.2307/3150856
  • 18. Reindenbach R., Harrison M.C., Cooper M.B., Generic products: low price and low quality and what this means to the shopper, Akron Business & Economic Review, 1983, Vol. 14.
  • 19. Richardson P., Jain A., Dick A., Household store brand proneness: a framework, Journal of Retailing, 1996, Vol. 72, No. 2. http://dx.doi.org/10.1016/S0022-4359(96)90012-3
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  • 24. Simpson L., Lakner H.B., Perceived risk and mail order shopping for apparel, Journal of Consumer Studies & Home Economics, 1993, Vol. 17, No. 4. http://dx.doi.org/10.1111/j.1470-6431.1993.tb00180.x
  • 25. Sinha I., Batra R., The effect of consumer price consciousness on private label purchase, International Journal of Research in Marketing, 1999, Vol. 16, No. 3. http://dx.doi.org/10.1016/S0167-8116(99)00013-0
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  • 27. ter Braak A., Geyskens I., Dekimpe M.G., Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions, Journal of Retailing, 2014, Vol. 90, No. 2. http://dx.doi.org/10.1016/j.jretai.2014.01.003
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Typ dokumentu
Bibliografia
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Identyfikator YADDA
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