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.
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Developed and validated by Zielke and Komor (2015) using mall-intercept surveys in Germany (n = 157) and Poland (n = 166), with items administered in the local languages and tested for cross-cultural equivalence using back-translation and multi-group SEM. Evidence of configural, full metric, and partial scalar invariance across the two country samples supports the scale's use in cross-national research. Alphas were .95 (Germany) and .93 (Poland). While inspired conceptually by the price perception scales of Lichtenstein, Ridgway & Netemeyer (1993), the current items are distinct from any scale published in that earlier work. The response format was not explicitly identified by Zielke and Komor (2015) but appears to have been equivalent to totally disagree / totally agree on a 7-point scale.
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.
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