Why Do Zillennials Trust Own-Label Brands? The Role of Retailer Image in Activating Own-Label Brand Purchase Intention through the S-O-R Model
DOI:
https://doi.org/10.4108/eetsbi.2.12108Keywords:
Own-label brand, Purchase intention, S-O-R (Stimulus-Organism-Response), Store image, ZillenialsAbstract
In an increasingly competitive retailing context and amid the rising trend of own-label brands (OBs) development, retailers are compelled to continuously innovate to meet the diverse and ever-changing needs of consumers. Therefore, this study aims to investigate the degree to which store image influences purchase intention among Zillennial consumers in Ho Chi Minh City through the mediating roles of OB image, perceived OB value, and OB loyalty. Using purposive sampling, the study collected 588 valid questionnaires and employed partial least squares structural equation modeling (PLS-SEM) to test the proposed research model. The results indicate that store image has a positive impact on both OB image and perceived OB value, which in turn affect brand loyalty and purchase intention among Zillennials. From a theoretical perspective, the research findings enrich and broaden the conceptual framework of purchasing decision-making for OB products. Furthermore, this study provides a solid basis for retailers to formulate and implement effective strategies for the growth and improvement of their OBs.
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Copyright (c) 2026 Tran Le Le, Hoang Anh Thu Mai, Thi Le Khanh Mai, Tan Luc Luong, Nguyen Tram Anh Le, Thi Kim Tuyen Dinh, Diep Nguyen
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