Preference for Store Brands Scale

What it measures

Measures the degree to which a consumer frequently purchases low-priced store brands across a variety of product categories and expresses a general preference for them over other options. Captures both the behavioural pattern of store brand purchasing and the attitudinal disposition toward recommending them to others.

Representative items

• I can choose low-priced store brands without any concerns.
• I buy low-priced store brands in many product categories.

Citation

Zielke, S., & Komor, M. (2015). Cross-national differences in price-role orientation and their impact on retail markets. Journal of the Academy of Marketing Science, 43(2), 159-180.