Volume 22 (2022)


The primary purpose of the study is to examine variables related to consumers' intention to purchase private label products in Turkey. This research replicates the 2011 private label products study of Wu et al. (2011). The replication study was conducted in order to save time with the questions asked before, to fill theoretical gaps in the original study, and to be able to compare the results obtained a decade ago in Taiwan, to the present day in Turkey. Field research was conducted between December 2019 and February 2020, and 1505 usable surveys were analysed. The direct effects of store image and service quality on brand image and purchase intention, and the indirect effects of mediator variables perceived risk and price awareness on these relations are examined. Also, store type, namely discount, national, and local grocery, was also added to the model. As a result of the analysis, similar findings were obtained only in three out of nine hypotheses with the replicated study. Afterward, moderator variables were added as the discount, national and local stores differed in the model. Factor means in the model are also significantly different to those in Wu et al (2011) regarding store type.


Karaoglan, S and Durukan, T (2022), "A Replication Study of Consumers’ Private Label Purchase Intentions", Journal of Empirical Generalisations in Marketing Science, Vol. 22, No. 4


Grocery, Private label brand, Purchase Intention, Replication study, Store type