This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven¡¦s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow¡G
1. Positive store image is a necessary condition to develop PLBs.
2. Product category is a success factor to PLBs.
3. Consumers perceive different perceived risks when facing different products.
According to the conclusion, suggestions are as bellow¡G
1. Keep maintaining and improving store image.
2. Focus on the products which are highly-related to the store image.
3. Managing perceived risk as a marketing strategy in diverse PLB product categories.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0619111-231351 |
| Date | 19 June 2011 |
| Creators | Chen, Szu-Yun |
| Contributors | Tsuang Kuo, Iuan-yuan Lu, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619111-231351 |
| Rights | not_available, Copyright information available at source archive |
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