Acceptance of detergent‐retail brands: the role of consumer confidence and trust
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 20 July 2010
Abstract
Purpose
The aim of this paper is to analyse the role of “trust” and “confidence/pessimism” in influencing consumer attitudes and buying intentions with respect to retail brands and products.
Design/methodology/approach
Following a review of the relevant literature, the paper presents a conceptual model of buying intentions regarding retail brands. The model is then tested quantitatively by structural equation modelling analysis using a sample of 581 adult consumers that are decision makers in their households regarding purchases of detergent brands.
Findings
The results show that the consumers' degree of confidence/pessimism regarding their general economic situation and their trust in retail brands are directly influencing the perceived benefits and indirectly their attitudes; the later having a direct impact on their purchase intentions.
Research limitations/implications
Caution should be exercised in extrapolating the results from the present research context to other product categories and research settings.
Practical implications
The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands.
Originality/value
The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular, the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.
Keywords
Citation
Lymperopoulos, C., Chaniotakis, I.E. and Rigopoulou, I.D. (2010), "Acceptance of detergent‐retail brands: the role of consumer confidence and trust", International Journal of Retail & Distribution Management, Vol. 38 No. 9, pp. 719-736. https://doi.org/10.1108/09590551011062457
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited