The Influence of Point of Purchase Advertising and Service Quality on Purchase Intention of Store Brand

Abstract

Based on the inference theory and planned behavior theory, this paper explores the direct effect of two central elements of sale situations—point of purchase advertising and service quality on consumers’ purchase intention for store brands. To examine our hypotheses, we distributed survey questionnaires to 501 consumers in Waston, China. The results show that point of purchase advertising, attitude towards the point of purchase advertising, and service quality are positively related to consumers’ purchase intention on store brand. Store brand image and perceived value mediate the abovementioned relationships. Moreover, the moderating effect of purchase involvement is examined.

Keywords: point of purchase advertising, service quality, store brand image, perceived value, purchase involvement