Hedonic/Functional Congruity Between Stores and Private Label Brands
Dongdae Leea College of Business, Dong-A University, Pusan, South KoreaMichael R. Hymanb College of Business, New Mexico State University, Las Cruces, NM
2008en
ABI
Abstract
The role of store-to-product category (SPC) congruity on consumers' perception and attitudes toward private label brands is examined. After an overview of the literature on SPC congruity and hedonic versus functional products and stores, several related hypotheses based on image transfer and the value of congruity are tested with Korean consumers. The results suggest that SPC congruity predicts store-to-private label brands (SPBs) congruity and attitudes toward private label brands. This finding and its strategic implications are discussed.
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Cited by 20 references