Abstract:
Both marketing practitioners and academic researchers have traditionally recognized the major influence that perceived value has on consumer behavior. Despite a growing body of research, it is still not clear how value construct dimensions influence consumer attitude towards private Labels. The main objective of the present study is to explore the relations between perceived value dimensions and consumer attitude towards private labels. This goal is undertaken by providing a quantitative and confirmatory analysis conducted in grocery products category. The results we have achieved confirm the central role of perceived value as multidimensional construct in predicting PLs attitude.
