Premium generic brand (PGB) choice vis-à-vis generic and national brands: A scenario comparison for self-use, family consumption and gift giving in a food versus non-food and cross-cultural context

The study models factors affecting brand category choice for generic as well as national brands, and next contrasts them to a new brand category: premium generic brands (PGB). PGB are a new occurrence in brand and product management, and consumer reactions to PGB are not yet well understood. Three purchase motivation scenarios were presented to 553 consumers to test for their purchase intentions for self-consumption, family use or gift giving. A...