Latent variables | Observed variables (Likert scale from 1 to 5) |
Perceived price | Adequate price, low price. |
Perceived quality | Good, high, good value for money. |
Packaging | Appealing, informative, practical. |
Financial benefits | “Thanks to the retail brand, I get a good deal’’; “Retail brands enable me to save money’’. |
Decision-making benefits | “Retail brands make it easier for me to choose”; “retail brands save me time because I know that this retail brand is middle range”. |
Store service | Cleanness and modernity of the store; retail brand visibility on shelves, Retail brand in-store visibility; rigor of merchandising; staff in contact (skills and availability). |
Loyalty (to the brand and store) | Intent to buy the retail brand; “I feel I am loyal to my store”. |