The Effect of Experience Value on Private Brand Purchase Intention

Meizhen Zhang, Qing Li, Defeng Yang

School of Management, Jinan University, Guangzhou, China.

DOI: 10.4236/jssm.2015.85068                

Abstract

Under the experience economical time background, brand experience has attracted a lot of attention in marketing practice. In this article, we explore the effect of experience value on consumers purchase intention of private brands and examine the moderating effects of private label tier, purchase degree and BRIC.

Keywords

Experience Value, Private Brands, Purchase Intention, Private Label Tier, Purchase Degree, BRIC

Conflicts of Interest

The authors declare no conflicts of interest.

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