Increasing Store Brand Purchase Intentions Through Product Sampling
This research investigates the role of in-store sampling of store brands as a means of enhancing purchase intentions for these retail brands. An experiment was designed to test this prospect by manipulating the stature of the brand and participants’ opportunity to taste the product (orange juice) prior to reporting purchase intentions. Results found that sampling enhanced purchase intentions for the store brand only when the brand was of high (versus low) quality. Theoretical explanations are offered, implications for retailers’ store brand practices are discussed, and directions for future research are suggested.
Terence Shimp and David Sprott (2005) ,"Increasing Store Brand Purchase Intentions Through Product Sampling", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 409-409.
Terence Shimp, University of South Carolina
David Sprott, Washington State University
E - European Advances in Consumer Research Volume 7 | 2005
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