A Structural Equation Modeling-Based Examination of the Private Label Brand (PLB) Consumer Evaluation Process

dc.contributor.authorMayer, James Mark
dc.contributor.departmentKelley School of Businessen_US
dc.date.accessioned2017-04-05T16:22:25Z
dc.date.available2017-04-05T16:22:25Z
dc.date.issued2016
dc.description.abstractThe goal of this paper is to answer the question “What variables influence consumer private label brand (PLB) evaluations?” We employ structural equation modeling (SEM) in order to analyze a hypothesized process by which consumer-based evaluations of retailer and product category, along with perceived risk of the category and PLB all affect the ultimate PLB brand evaluation. PLBs have been heavily researched in academic marketing research journals but SEM-based research is minimal. Research has generally been conducted using model-building techniques which are then empirically tested using real-world data. Given the complexity of the process, an alternate approach is to use experimental techniques to gain first-hand PLB data and then analyze it using appropriate methodology. The current project represents a step in that direction. While the model is subject to limitations that call its utility into question, it does provide guidance for a future, more theoretically-sound a priori model and resulting SEM analysis.en_US
dc.eprint.versionAuthor's manuscripten_US
dc.identifier.citationMayer, J. M. (2016). A Structural Equation Modeling-Based Examination of the Private Label Brand (PLB) Consumer Evaluation Process. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 767-780). Springer International Publishing. http://dx.doi.org/10.1007/978-3-319-11815-4_225en_US
dc.identifier.urihttps://hdl.handle.net/1805/12181
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.relation.isversionof10.1007/978-3-319-11815-4_225en_US
dc.relation.journalLet’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Eraen_US
dc.rightsPublisher Policyen_US
dc.sourceAuthoren_US
dc.subjectprivate labelen_US
dc.subjectSEMen_US
dc.subjectretail brandsen_US
dc.titleA Structural Equation Modeling-Based Examination of the Private Label Brand (PLB) Consumer Evaluation Processen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
mayer-2016-structural.pdf
Size:
282.82 KB
Format:
Adobe Portable Document Format
Description:
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.88 KB
Format:
Item-specific license agreed upon to submission
Description: