The Perceived Quality of Store Brands: The Effect of Price Promotion and Quality Guarantees


  •  Sultan Alenazi    
  •  Mohamed Almotairi    
  •  Soad Al-Meshal    

Abstract

This research examines the effect of price promotion on the quality of store brands and national brands. It also examines the effect of a quality guarantee on the perceived quality of store brands. These findings suggest that store brands, but not national brands, are negatively affected by price promotion. However, a quality guarantee can counterbalance the negative effect of price promotion. Finally, the research results show that purchase intention is positively affected by perceived quality.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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