Price Perception And Reputation Dimensions Effects On Attitude

This study empirically investigated the effects of consumer price perception dimension and reputation dimension on attitude toward private label brands among young Swedish consumers. Consumer price perception dimension includes value consciousness, price consciousness, and price-quality association factors. Reputation dimension includes retailer s reputation, existence of word-of-mouth (WOM), positive WOM, and negative WOM. Measurement scales for consumer price perception dimensions were taken from Baltas (1997) and Burton et al. (1998). New measurement scales were developed for factors under the reputation dimension. The reliability and validity of all the factors used in the study have been discussed.

Autorentext

Mr. Haidong Chen has worked in multinational companies to research consumer insight for years. This article is based on his postgraduate studies regarding to consumer price perception dimension that includes value consciousness, price consciousness, and price-quality association factors.