TITLE:
The Effect of Experience Value on Private Brand Purchase Intention
AUTHORS:
Meizhen Zhang, Qing Li, Defeng Yang
KEYWORDS:
Experience Value, Private Brands, Purchase Intention, Private Label Tier, Purchase Degree, BRIC
JOURNAL NAME:
Journal of Service Science and Management,
Vol.8 No.5,
October
9,
2015
ABSTRACT: Under the experience economical time background, brand experience has attracted a lot of attention in marketing practice. In this article, we explore the effect of experience value on consumers purchase intention of private brands and examine the moderating effects of private label tier, purchase degree and BRIC.