References | Consumers’ behaviors towards private labels |
| Category criteria Buy retail brands when: |
Batra and Sinha (2000) [23] DelVecchio (2001) [24] Cuneo et al. (2012) [12] | Functional product |
Batra and Sinha (2000) [23] | Perceived quality doesn’t vary between national brands and private labels. |
Batra and Sinha (2000) [23] | Perceived risk is low. Functional risk is related to the retailer’s know-how in that psychological risk is both related to the consequences of making a mistake and social image of the consumer as well as financial risk. |