Attitude Toward Private Label Products Scale

What it measures

The ATPLP is a validated unidimensional measure of consumer attitudes toward private label (store brand) products as a general product class. Burton, Lichtenstein, Netemeyer, and Garretson (1998) developed the scale to capture the degree to which consumers view private label products favourably relative to national brands across multiple dimensions: perceived quality, value for money, acceptability as gifts, and willingness to buy across product categories. The scale was motivated by the significant and growing share of private label products in grocery and general merchandise retailing, and by the absence of a validated attitudinal measure distinguishing private label attitudes from closely related constructs such as price consciousness and deal proneness. The ATPLP captures a generalised positive orientation toward private label products that predicts actual private label purchase share across categories. High-ATPLP consumers are less brand loyal, more price sensitive, more value-conscious, and more willing to try store brands in unfamiliar categories. The scale is negatively correlated with national brand loyalty, perceived quality differences between national and store brands, and brand consciousness. Burton et al. (1998) demonstrated that ATPLP predicts private label purchase share above and beyond demographics, price consciousness, and value consciousness, validating the unique predictive contribution of private label attitude.

Representative items

• In general, private label products are a good value for the money.
• The quality of private label products is high.
• I would be embarrassed to bring home a private label product. (R)
• Buying private label products is a smart thing to do.

Citation

Burton, S., Lichtenstein, D.R., Netemeyer, R.G., & Garretson, J.A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of Advertising, 27(4), 25–41.