Extrinsic cues, perceived quality, and purchase intention for private labels

Purpose Based on the cue utilization theory and congruity theory, the purpose of this paper is to investigate the mediating effects of perceived quality on the relationships between category characteristics and purchase intention for private labels. Design/methodology/approach To examine the research hypotheses, the authors conducted a questionnaire survey on 703 adult consumers in China. Findings The results show that perceived quality fully...