Accounting & Marketing

ISSN: 2168-9601

Open Access

The Impact of Positive Word-of-mouth on Store Brand Purchase Intention with Mediated Effect of Store Image and Perceived Risk towards SBs


Azim Zarei and Ahmad kazemi

Several factors (positive word-of-mouth (PWOM), perceived risk toward store brands (SBs) and store image) have been underlined to explain store brand purchase intention in the context of an emerging market (IRAN). Data were collected from a consumer survey with 204 respondents. Structural equation modeling was used to test the hypothesized relationships. The result show that PWOM influence significantly store image. But there is no effect of PWOM, store image and perceived risk toward SBs on SB purchase intention. These findings are discussed and future research is proposed.


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