Publicação
Analyzing purchase intentions: the influence of brand equity and financial factors on private label success in Portugal
| Resumo: | This dissertation aims to explore the rising importance of private labels within the Portuguese laundry detergent market, examining brand equity and individual financial factors as key drivers of purchase intention. The research investigates whether private labels are increasingly challenging the long-standing dominance of manufacturer brands. This study employs a quantitative methodology, resorting to a questionnaire (carried out by Qualtrics Platform) distributed across various social media platforms. A total of 240 replies were obtained by a non-probabilistic convenience and snowball sampling method. Out of these, 160 responses were considered legitimate. Participants in the study revealed that while manufacturer brands maintain superior recognition, private labels like Continente and Ultra have garnered substantial awareness. By utilizing SmartPLS, the results of the partial least squares structural equation model (PLS-SEM) indicate that perceived quality positively influences both brand loyalty and perceived value for private labels. Although the study found no statistical evidence linking private label brand awareness and associations to loyalty, it did indicate that brand associations enhance perceived value. The research also confirmed that brand loyalty and perceived value significantly affect purchase intention for private labels. Conversely, the investigation revealed no significant correlation between perceived financial well-being and either perceived value or price. Perceived price negatively impacted perceived value, suggesting that higher prices may diminish consumers’ perceptions of private labels value. Additionally, no significant relationship was observed between perceived price and purchase intention. This study uniquely combines brand equity and financial well-being factors to explore their impact on PL purchase intentions in the Portuguese LDM. From an academic perspective, this study highlights the role of perceived value and brand loyalty in influencing consumer purchase intentions for private labels, suggesting further exploration of financial well-being factors. From a managerial perspective, the findings indicate that private label managers should focus on enhancing perceived quality and value. For manufacturer brand managers, the results underscore the need to differentiate through quality and innovation, as brand loyalty remains crucial for maintaining market share against the growing presence of private labels. |
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| Autores principais: | Moita, Sofia Macedo Portela Manique |
| Assunto: | Laundry Detergents Private Labels Brand Equity Financial Well-Being Purchase Intention Detergentes para Roupa Marcas Próprias Capital da Marca Bem-estar Financeiro Intenção de Compra |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | This dissertation aims to explore the rising importance of private labels within the Portuguese laundry detergent market, examining brand equity and individual financial factors as key drivers of purchase intention. The research investigates whether private labels are increasingly challenging the long-standing dominance of manufacturer brands. This study employs a quantitative methodology, resorting to a questionnaire (carried out by Qualtrics Platform) distributed across various social media platforms. A total of 240 replies were obtained by a non-probabilistic convenience and snowball sampling method. Out of these, 160 responses were considered legitimate. Participants in the study revealed that while manufacturer brands maintain superior recognition, private labels like Continente and Ultra have garnered substantial awareness. By utilizing SmartPLS, the results of the partial least squares structural equation model (PLS-SEM) indicate that perceived quality positively influences both brand loyalty and perceived value for private labels. Although the study found no statistical evidence linking private label brand awareness and associations to loyalty, it did indicate that brand associations enhance perceived value. The research also confirmed that brand loyalty and perceived value significantly affect purchase intention for private labels. Conversely, the investigation revealed no significant correlation between perceived financial well-being and either perceived value or price. Perceived price negatively impacted perceived value, suggesting that higher prices may diminish consumers’ perceptions of private labels value. Additionally, no significant relationship was observed between perceived price and purchase intention. This study uniquely combines brand equity and financial well-being factors to explore their impact on PL purchase intentions in the Portuguese LDM. From an academic perspective, this study highlights the role of perceived value and brand loyalty in influencing consumer purchase intentions for private labels, suggesting further exploration of financial well-being factors. From a managerial perspective, the findings indicate that private label managers should focus on enhancing perceived quality and value. For manufacturer brand managers, the results underscore the need to differentiate through quality and innovation, as brand loyalty remains crucial for maintaining market share against the growing presence of private labels. |
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