Six items capture a consumer's overall attitude toward private label brands, encompassing quality perceptions, value-for-money beliefs, and behavioural inclination to purchase store brands over national brands.
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 Research.
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