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The purpose of this paper is to understand how two online marketing orientations of land-based retailers in product category and price could change retail brand attitude when retail brand familiarities differ.

This paper proposes a research model with two orientations in product category and price as antecedents of retail brand attitude change and retail brand familiarity as a moderator. Empirical data were collected from 684 shoppers across three land-based retailers to test the research hypotheses.

Both orientations in product category and price can improve customers’ retail brand attitudes. Retail brand familiarity plays a significant moderator in some of the situations. Online-offline product category congruence and online-prototypical price congruence have significantly positive effects on retail brand attitude change whether retail brand familiarity is high or low. The effect of online-offline price congruence is significant only among high-familiarity customers, while the effect of online-prototypical product category congruence is found to be significant only among low-familiarity customers.

The study identifies the moderating effects of retail brand familiarity on the relationships between two online marketing orientations in product category and price and retail brand attitude change. Based on the moderating effects, this study will help researchers to better understand the effectiveness of two online marketing orientations subject to varying degrees of retail brand familiarity in a multichannel retailing context.

The findings of this study can guide land-based retailers to focus on the right orientations in product category and price to improve customers’ attitudes toward the retail brand when existing or new customers are targeted.

This study provides a first study to empirically assess the change in retail brand attitude prompted by homogenous and prototypical orientations in product category and price and subject to varying degrees of retail brand familiarity. Overall, the results offer insights of how land-based retailers could manage their overall performance by designing more effective online product category and pricing strategies for existing or new customers.

Although they are increasingly offered by mass retailers in Asia, store brands (SBs) are not well understood in Asian countries. The purpose of this paper is to investigate how store and brand-level factors affect consumer usage of SBs in an Asian emerging country.

A consumer survey, based on sample of 445 respondents, is undertaken in two competing modern retail chains in Vietnam. Structural equation modelling is used to test the research hypotheses. A latent interaction variable was created to test the moderation of store familiarity.

Results indicate that SB price image, consumer attitude towards SBs and SB perceived value influence most strongly SB usage in Vietnam, whereas store image perceptions have no direct effect on it. Some investigated relationships differ across store formats. Overall, store familiarity has a weak direct effect on SB usage, but its interaction effects differ depending on store format.

The study is limited because it investigated only one Asian country and two retail chains. Besides, it did not account for effect of product categories on SB usage.

Findings indicate that a positive store image is not sufficient to increase consumer usage of SBs in Vietnam. Retailers should be especially careful when designing retail outlets in this market, where consumers seem attached to traditions. Results highlight the importance of taking measures to develop more positive attitudes towards SBs. Also, store familiarity has a weak effect on SB purchase and should therefore be monitored more carefully by retail chains operating in Vietnam.

This research is the first to address Vietnamese consumer usage of SBs. In contrast to their counterparts in other emerging countries, Vietnamese consumers do not strongly rely on store image when purchasing SBs. Their focus is rather on brand perceived value. These results challenge conventional wisdom that attributes a low utilitarian value orientation to Asian consumers.

This paper aims to investigate how consumer and image factors as well as store familiarity influence store brand (SB) purchase behaviour. SBs are now widely offered by European mass retailers. However, consumer behaviour toward SBs is not yet clearly understood in all European markets.

The authors analysed data collected from 266 respondents and used structural equation modelling to test the main hypotheses. They then carried out ANOVA and MANOVA analyses to test the effect of store familiarity on SB purchase behaviour.

Results indicate that store image perceptions, SB price‐image, value consciousness, and SB attitude have significant and positive influence on SB purchase behaviour. Store familiarity positively influences SB choice, but not SB purchase intention. None of the socio‐demographic variables (age, gender, household income, and family size) included as control variables have an effect on SB choice.

The study is limited because it did not account for the effect of product categories on SB purchase behaviour. Consequently, results cannot be determined for different product categories. It would also be appropriate to measure SB choice in a more concrete way, such as using scanner data.

Findings highlight the importance of value consciousness, store image perceptions, and SB price‐image on SB purchase behaviour. They also show greater popularity of SB products among consumers, including those with high household income.

There is increased value to retailers in studying how consumer and image factors jointly influence SB purchase behaviour, whilst also accounting for store familiarity instead of brand familiarity.

International retailers operating in different emerging countries should figure out how their store image is perceived across these countries and whether they should adapt or standardise the retail offer. The purpose of this paper is to investigate how store image is perceived across different emerging markets and how it relates to customer knowledge cues and personal characteristics.

A store-intercept survey undertaken in Brazil and Vietnam generated 505 usable responses from customers of two metropolitan cities (Brasilia and Hanoi), respectively, in Brazil and Vietnam. The questionnaires were collected in Extra (Brazil) and Big C (Vietnam) retail chains belonging both to the same group (Casino, France).

Overall, this paper reveals that emerging market customers assess positively modern retail stores and are concerned about services, merchandise, and store layout when shopping. More specifically, the results indicate differences and similarities between Brazilian and Vietnamese customers in terms of store image attributes, store image dimensions, and overall store image. Moreover, customer knowledge of retailers affects store image perceptions at different levels in both countries. Also, significant differences arise across age, gender, and education in both countries, but not across household income categories.

Respondents were customers of only two emerging markets (Brazil and Vietnam) and shoppers of two retail chains (Extra and Big C). Caution should therefore be exercised when generalising the results to other emerging markets.

The paper shows both differences and similarities in store image perceptions in different emerging countries. Because store layout is more positively rated in Brazil than in Vietnam, retailers should be careful to that attribute. In both countries, to improve assortment perceptions, managers might focus on first price (budget) store brands, which can help diversify the assortment and attract less wealthy customers. The service dimension also demands careful management, but personnel training should mirror the local culture.

This research highlights differences and similarities between Brazilian and Vietnamese customers in terms of store image perceptions. It shows that store image mechanisms are similar in emerging countries as in developed countries. Furthermore, the paper is the first to relate store image perceptions to customer knowledge cues in emerging countries.

The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. Finally, the relationship between attitude towards, and willingness to buy PLB is explored.

Self-administered questionnaire was distributed to shoppers at Carrefour operating in Cairo, Egypt. The data obtained from 265 respondents were examined using structural equation modelling (analysis of moment structures) version 22, which empirically test the hypothesised relations established in the research conceptual model.

With the exception of perceived risk, the results suggest that all consumers’ perceptual and attitudinal factors affect directly or indirectly consumers’ willingness to buy PLB.

This study is limited to international hypermarket/supermarket operating in Egypt. So the findings should be exercised with cautious while attempting to generalise the research results.

Retail managers should focus on the enhancement of both store image and familiarity with PLBs to leverage consumers’ perceptions with respect to PLBs quality and risk to achieve differentiation and to increase sales.

This is one of the few studies that investigate the role of familiarity with PLBs in a developing context. In doing so, it proposes that familiarity with PLBs directly affects consumers’ perceived quality and perceived risk, while it indirectly influences consumers’ willingness to buy PLBs.

El propósito de este trabajo es el de analizar los factores que afectan a la predisposición de los consumidores a comprar marcas de distribución. Es por ello que se examina la estructura de relaciones existentes entre la imagen de la tienda, la familiaridad con las marcas de distribución, las percepciones de calidad y riesgo así como la conciencia de precio y su posterior efecto en actitudes hacia las marcas de distribución y la predisposición de compra.

Se distribuyeron cuestionarios auto-administrados entre compradores de la cadena Carrefour en El Cairo, Egipto. Los datos proporcionados por 265 individuos fueron analizados con ecuaciones estructurales (AMOS) para contrastar empíricamente las relaciones planteadas en el modelo conceptual propuesto.

Los resultados obtenidos sugieren que todos los factores actitudinales y perceptuales de los consumidores afectan directa o indirectamente a la disposición de los consumidores a adquirir marcas de distribución, excepto la percepción del riesgo.

Este estudio se limita a las cadenas de supermercados e hipermercados que operan en Egipto, por lo que los resultados obtenidos tienen una limitada generalización fuera de este contexto.

Los directivos de los detallistas deben centrar sus esfuerzos en ensalzar la imagen de la tienda y la familiaridad con las marcas de distribución con el propósito de influir en las percepciones de calidad y riesgo que los consumidores tienen sobre ellas con el fin último de lograr una diferenciación y un incremento de las ventas.

Este estudio es uno de los pocos que investiga el papel que ejerce la familiaridad con las marcas de distribución en países en vías de desarrollo. Propone que la familiaridad afecta directamente a la percepción de calidad y riesgo de los consumidores e influye indirectamente en la disposición de los consumidores a comprar las marcas de distribución.

The purpose of this paper is to systematically research and characterise the cultural response of a particular culture in the use of e‐commerce systems. The research paper highlights the roles of trust, uncertainty avoidance (UA), internet store familiarity, and reputation as the main salient factors affecting the perception of the targeted group toward e‐commerce.

The paper employs a laboratory experiential survey with 370 Egyptian internet users during an internet shopping experience. The results are analysed using a number of statistical techniques including structural equation modelling.

The research highlights the significant role of the internet store's perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and its two antecedents are found to be culturally sensitive; the high UA of the consumer is found to be associated with a stronger effect of the store's reputation on trust, and a stronger effect of the store's familiarity on trust.

This research deals with intentions, not actual e‐commerce behaviour. However, there is a general consensus amongst researchers to assume that the degree to which people express their intentions to buy from an internet site is a reasonable predictor of the actual purchase behaviour. Also, UA, which is posited in this research as an important element of e‐commerce adoption, may have a different effect on the actual purchase behaviour.

The paper examines the interaction of a certain sub‐type of the Arab culture with various elements that are assumed to affect on‐line purchasing behaviour, which has not been examined in this depth elsewhere in the literature.

This study's aim is to apply the personal involvement approach to store brand products' buying proneness. With respect to the conflicting perspectives of narrow “latitudes of acceptance” and “extensive search”, are presumed different levels and different types of personal involvement. The aim is to formulate a conceptual framework integrating three types of relevant consumer values: functional involvement, symbolic involvement and economic involvement, along with two well established mediating variables, and two consumer characteristics as exogenous variables.

Data were collected through a survey of 914 shoppers randomly recruited from 11 grocery stores. The study employs an exploratory factor analysis method following path analysis, using structural equation modeling (SEM).

The results show the significance of a multifaceted perspective of consumers' personal involvement in grocery shopping conditions. This perspective leads to the possibility of high personal involvement in grocery products shopping. Regarding consumers' store brand buying intention, personal involvement facets have only a marginal effect, while the direct substantial effects are derived from familiarity and value for money.

Retailers are advised to go beyond their efforts to persuade consumers that their products have economic value; they should encourage consumers to compare and evaluate the functional attributes of their store brands. For the social-symbolic consumer, they should employ different products' quality layers and different appealing brand names.

The originality of this study lies in the multifaceted alternative approach of consumers' personal involvement in grocery shopping processes, and the conceptual framework proposed to examine the effect of personal involvement facets on store brand buying intentions.

The purpose of this paper is to investigate the relationship between switching intention and actual behaviour in the grocery shopping context. In particular, the study examines how switching intention drives customers to either replace the current store or cross to others. In addition, the study examines the role of cross-shopping in total-switching behaviour.

The study employs data collected from a sample consisting of 247 food grocery shoppers. The conceptual framework and hypothesis were analysed using the partial least squares approach.

The empirical results support the author’s claim that the research approach applied in this study better explains the switching intention–actual behaviour relationship. Specifically, the analysis provides strong support for the effect of switching intention and various moderating barriers on both cross-shopping and total-switching behaviour. Additionally, the study results point to the positive relationship between cross-shopping and total-switching, indicating that crossing to competing stores is the first step towards utilising the total-switching behaviour.

Implications for food retail providers are identified, together with a discussion of the study’s limitations and avenues for future research.

The study extends previous research in that it proposed and tested a conceptual framework for investigating the relationship between switching-intention and actual behaviour, claiming that switching intention drives customers to either replace their current store or cross to others, whereas the crossing pattern is a predictor of the total-switching behaviour.

Profiles heavy buyers of store brand products and compares them with light buyers in terms of demographics, socio‐economic, and attitudinal variables. The results suggest that younger, unmarried, and smaller sized households tend to avoid store brands. As compared with heavy buyers, light buyers of store brands are less familiar with them and perceive them to be of lower quality, less value for money and as riskier choices.