The interactive effect of power distance belief and consumers’ status on preference for national (vs. private-label) brands

Private-label brands have been offered as an alternative to national brands. Given the widespread belief that private-label brands offer good value, it is surprising that the market share of such brands has remained low in most countries. In the current research, we examine the interactive effect of power distance belief (PDB) – the acceptance and expectation of hierarchies and inequalities in society – and consumers’ status on their preference...