The Effect of Ingredient Brand’s Information Inference on Perceived Quality of Private Brand-An Empirical Test of The Source Credibility Model

• Main Authors: Fang Chien-Chih, 方建智
• Other Authors: Shu, Shih-Tung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/87371632783907306532

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === ABSTRACT The sale of private brands was increased rapidly in Taiwanese chain stores, but few past researches focus on how private brands in alliance with ingredient brands could enhance consumers’ product evaluation. This research aims to investigate the degree to what extent the source credibility of ingredient brand could affect perceived quality of a private brand and follows to lead to purchase intenion. Two factorial experiment designs(2 trustworthiness ×2 consistency of benefit; 2 expertness ×2 consistency of benefit) were employed to test the source credibility model. In the design, trustworthiness, expertness, and consistency of benefit of source ingredient brand are conceptualized as the indepent variables,whereas perceived quality is treated as the mediating variable and purchase intention as the dependent variable. The result shows that different sources of trustworthiness and expertness significantly affect perceived quality, particularly high trustworthiness and high expertness give high impacts on perceived quality. Furthermore, consistency of benefit demonstrates higher impact on perceived quality than inconsistency of benefit. The findings suggest that brand managers must examine an ingredient brand’s trustworthiness, expertness, and consistency of benefit that could be perceived by target customers before entering such an alliance. In addition, managers of host brand may set up a co-promotion program with ingredient brand to effectively communicate related source credibility to customers.