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Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality
Paul S. Richardson, Alan S. Dick and Arun K. Jain
Journal of Marketing
Vol. 58, No. 4 (Oct., 1994), pp. 28-36
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251914
Page Count: 9
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The authors examine the relative importance of extrinsic versus intrinsic cues in determining perceptions of store brand quality in an experiment using a sample of 1564 shoppers for five products. Results of the experiment suggest that consumers' evaluations of store brand grocery items are driven primarily by the extrinsic cues that these products display rather than intrinsic characteristics. In addition, the authors found that a value for money orientation taken by retailers in the marketing of their private label lines may represent a suboptimal strategy; they recommend a quality orientation.
Journal of Marketing © 1994 American Marketing Association